“To the South”: presentation of our new men’s collection

Our new men's collection is now available on our e-shop and in our boutiques . In the meantime, our co-founder Benoit presents it to you piece by piece, accompanied by advice from our stylist, Antoine.

For our March launch, it's all about texture and a casual wardrobe , with:

• velvet on a Noragi jacket that I can't wait to show you
• Vintage Japanese Oxford with special craftsmanship
• a striped fabric with a surprising blend of hemp, cotton and wool
• a new pair of jeans with one of our cuts making a big comeback
• and finally, new spring colors for our sweatshirts

Some pieces are already available in our stores, we'll tell you which ones in a moment...

Our Noragi Kansai sage

You know that at BonneGueule, we are very attached to the clothing culture of Japan , and several times, we have alluded to it in our clothes:

• our iconic Ferlan kimono-style double-breasted suit
• our olive Jade women's kimono jacket in Japanese twill
• our indigo Kuji workwear jacket in Japanese woven fabric
• and of course, our collaboration with Borali 3 years ago

Today, we wanted to offer our vision of the Noragi , by dressing it with a French velvet fabric from Velcorex, which we wanted to be very textured. This thick-ribbed velvet even has a name: “high and low” velvet, which means that a smaller groove is placed between two large grooves.

The resulting texture is very visual, and definitely establishes the relaxed touch of this piece! We also filmed the manufacturing process of our French supplier Velcorex:

How to wear this piece?

Antoine, stylist at BonneGueule: "A Noragi is a piece of character . It's a piece that goes a little further in style than a simple jacket. But it's also an everyday piece, with which it's very easy to combine."

"For this first look, I wanted to bring a colorful and textured layering , in a rather spring-like outfit. I associated most of our new pieces: here, our pink Sétubal sweatshirt and our Sagano shirt. At the bottom, I decided to use our white Renji jeans with a pair of New Balance . The goal was to enhance the colors and highlight the Noragi.

What's great about this outfit is that it works just as well without the Noragi. When it's cold in the morning and hot in the afternoon, you can easily remove the first layer without losing consistency. The look is quite daring, but that was our intention. I wanted to show the Noragi in a bold style."

Antoine: "For this second look, I wanted to offer a more classic outfit . So I revisited my basics by combining bleached jeans (our Nîmes), a t-shirt, a pair of sneakers... and that's it. Despite the Noragi's strong color, it works perfectly with all spring shades, like white of course, but also terracotta, old pink, beige or even navy blue.

To push the style, I added accessories with a bandana and a bucket hat. Obviously, without these accessories, the outfit works very well too."

Antoine: "The Noragi can be worn in all seasons. We saw mainly spring outfits, but this jacket can also be suitable in summer in the evening or during the day when it's windy.

For this last look, I paired the Noragi with a white t-shirt, denim shorts and a pair of Converse. Here, it is tied to give a different look than the other jackets. You can also wear it casually, with a t-shirt. It immediately enhances your outfit."

Our two new straight cut shirts

Yes, it was time to offer new cuts! Concretely, it is straighter than our historic shirts, and it was designed for two types of people:

• some customers who felt cramped in our old rooms
• and those who like a more casual and slightly looser look in their shirts

However, stick to your usual size ! And if you like our traditional cuts, don't forget to explore our range of shirts.

A sage Sagano shirt in Japanese oxford

This new straight fit was tailored (no pun intended) for oxford, in reference to vintage oxford shirts.

We also wanted to explore other colors than shades of white or blue , and this green oxford from Japan was perfect for having a more original color but just as easy to wear.

So we found what we were looking for at Kuwaruma, a Japanese weaver with whom we have been working for almost ten years.

To find our video on the visit of our supplier and its old museum, here it is:

How to wear this piece?

Antoine: "The colors of this shirt allow it to be combined with all the colors of spring. Since temperatures fluctuate enormously during the season, I decided to use it as a light overshirt.

It's the weekend, you're shopping and you don't particularly feel like dressing up? You can pair the shirt with a colorful t-shirt, beige chinos and that's it. The shirt perfectly completes the outfit. You can accessorize it however you like. Here, I opted for a navy blue cap."

A sky-blue Ofir shirt in hemp, cotton and wool (yes, yes)

For this second shirt, the goal was to have fun with the texture, the stripes and obviously the composition of the fabric.

The fabric comes from Somelos, a Portuguese weaver who has been distinguishing himself in recent years thanks to his great creativity . The blends and textures he offers are rarely seen in other European suppliers.

So it is a surprising mixture of:

• 48% hemp
• 42% cotton
• and 10% wool

The result? A hand with grain as we like at BonneGueule, with subtle roughness. Somelos has succeeded very well in the bet . The first time I saw this material, I thought I recognized a Japanese fabric. Which is rather a good sign, you might say...

Although there is wool in this fabric, its low quantity makes this shirt perfectly suited to the coming spring.

How to wear this piece?

Antoine: "I've always liked to wear an Oxford shirt under a sweatshirt. And this shirt is perfect for that, as it has a rather large collar.

As it is a special material, I wanted to let it express itself. So I chose for it to appear underneath the sweatshirt. I find that it immediately brings a little something in terms of style. To enhance the color of the shirt, I opted for raw denim."

Our new Nîmes jeans

⚠️ Production came out a little small, so size up. ⚠️

Remember, in 2021, we released our Memphis jeans, with a new cut that was very successful, halfway between slim jeans and straight cut.

These are jeans that we had never been able to restock because of Covid and the very long material lead times. But I really liked the cut and so I wanted the return of this fit , with denim spun and woven in Italy, 13 oz, for a thickness called “4 seasons”.

So we found our happiness at Berto, an Italian supplier with whom we have been working for several years . Along with Candiani, it is the other iconic denim weaver in Italy.

As I said, it is a 13 oz canvas, dyed with a special process developed by Berto to:

• save water and energy during the dyeing phase
• have a color that holds up well when washed
• show a “bleach” aspect reminiscent of the paintings of the 1970s - 1980s according to Berto

New colors for our Soajo and Setubal sweatshirts

With spring coming, we continue to expand our range of colors , including sage green, a color that I love very much, because it is a green with touches of gray, and it is a great complement to olive tones for example. If I love this color, it is because it recalls both the plant and the mineral. It is the nature color par excellence!

It is notably a shade very close to the famous Foliage Green, this color abundantly used in certain US military clothing for its versatility.

Then comes our “old rose” shade, which was very popular last year, and which will go wonderfully with your faded jeans, white jeans or khaki pants.

As a reminder, our Soajo hoodie is:

• Flatlock seams at the shoulders, collar and sleeves

• Flat cords without tips

• The ribs are made of 98% cotton and 2% elastane, with a weight of 330g/m2

As a reminder, our almond green and pink Setubal sweatshirts are:

• Flatlock seams

• The ribs are made of 97% cotton and 3% elastane, with a weight of 300gr/m2

• A very thick fleece: 520gr/m2

• The material is used in the other direction, this is called a "reverse weave"

Where and when can you get these new products?

In summary, here is the availability of the pieces in this collection:

• Noragi Kansaï: already available in stores and from Friday on the web
• Ofir shirt: already available in stores and from Friday on the web
• Sagano shirt: already available in stores and from Friday on the web
• Jean Nimes: already available in stores and from Friday on the web
• Soajo Hoodie: pre-order with a shipping date of March 30 on the web and available in store from 01/04
• Sétubal Sweatshirt: pre-order with a shipping date of March 30 on the web and available in store from 01/04

Interview by Quentin Azoula