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In 1982, in the midst of a period marked by profound social and cultural changes, a brand was born that would redefine casual fashion in Quebec: Au Coton . With a bold vision and an innovative approach, the brand immediately stood out for its unique identity and its desire to break with the conventions of the fashion industry of the time.

A simple and revolutionary concept

Au Coton offers clothing made for everyday life: simple, comfortable and functional. Inspired by the needs of a society in search of freedom and well-being, its creations are distinguished by loose cuts, a pastel color palette and soft materials like cotton. At a time when polyester clothing reigned supreme, Au Coton's minimalist and natural approach was a breath of fresh air. The brand also stood out for its innovation by revisiting the jogger, transforming this garment into an essential piece of everyday life, while polyester tracksuits were still the norm.

A response to the aspirations of a generation

The brand doesn’t just create products; it captures the essence of a generation in full transformation. The 80s saw the emergence of a more relaxed lifestyle, marked by a rejection of rigid structures and a desire for autonomy. Au Coton then became a symbol of emancipation, offering women and men a fashion that resonated with their desire to free themselves from traditional expectations.

A brand that is making its mark in Quebec and beyond

From the very beginning, Au Coton established itself as a staple in Quebec wardrobes. Provisionally firmly anchored in Quebec, the brand quickly began to expand to other countries. It first expanded to Canada, then to the United States, and also made its presence felt in France. A first boutique even opened in Mexico, in the sunny city of Playa del Carmen. The brand's boutiques quickly became flagship locations, where customers flocked to discover the brand new collections. The iconic logo, so recognizable, became an emblem that many proudly displayed, reflecting their adherence to a lifestyle that was as comfortable as it was assertive.

Exemplary local production

At a time when supporting the local economy was a major issue, Au Coton distinguished itself through entirely Canadian production. The clothing was designed and manufactured in Canada, guaranteeing exceptional quality while supporting local jobs. This authentic and responsible approach helped strengthen consumers' attachment to the brand.

A promising start

In a short time, Au Coton became much more than a clothing brand: it was a cultural institution that captured the spirit of its time. Its initial success was based on a perfect alchemy between an avant-garde vision, exceptional production quality and a deep understanding of its customers' needs.

And then?
From this promising start, how did Au Coton transform a local vision into an international rise? Discover in the next chapter how the brand conquered new markets, expanded its influence and solidified its position as a pioneer of casual fashion. Coming up in: The Rise .