PARIS — L’Exception, the Paris-based online retailer dedicated to French labels, is launching a direct-to-consumer private label men’s line.
The idea, said founder Régis Pennel, is not to go into competition with the brands they sell but to present a complementary line of basics. The preppy line includes parkas, roll necks in merino wool, old-school cardigans and flannel shirts, with prices going from 35 euros for a T-shirt to 120 euros for a denim jacket.
A denim jacket from the line.
Designing the line is Rémi de Laquintane, founder of Laquintane and cofounder of Parisian men’s wear label Éditions MR, both of which are carried by L’Exception. Lewis Lazar and Christopher Moore of French group the Oracle Sisters, which channels a Seventies vibe, are cited as the muses of the collection.
Launching on Oct. 11, the line will be sold exclusively on the retailer’s site and in a dedicated corner at its brick-and-mortar store in the Forum des Halles shopping center, with regular drops and a focus on European materials and production. The details of the supply chain will be shared on the site.
Pennel described the line as being very Parisian in style — “classic with a twist.”
“We thought more about core products for our