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Founded in Montreal, Original Au Coton is a brand that made its mark in the '80s with its pastel-hued sweatshirts and iconic laid-back style. In this article, we explore the rise, fall, and rebirth of a Quebec fashion icon, highlighting its lasting impact on pop culture and fashion.
Original Au Coton was born from the creative genius of Pierre Lefebvre and his investment partner Brian Gray. Inspired by the California surf scene and the rise of fitness culture in the 80s, Lefebvre founded the Impression chain of kiosks, where customers could customize t-shirts and sweatshirts.
Impression offered a range of brightly coloured clothing that mall shoppers could personalise with decals and lettering. This innovative concept quickly gained momentum, laying the foundation for what would become Original Au Coton.
The first Au Coton store opened in Les Terrasses shopping centre (now the Eaton Centre) in Montreal. With the explosion of shopping centres in the 1980s, Au Coton quickly expanded its presence, reaching nearly 220 stores in Canada and the United States, as well as six boutiques in France.
Cotton fleece, jersey knit and pastel colours have become the brand's signature, offering a perfect balance between comfort and fashion.
Marie-Josée Bastien and Chantal Blanchet were instrumental in the success of Au Coton. Bastien managed the store openings and teams, while Blanchet, as head designer, defined the brand’s unique aesthetic.
Au Coton's success also relies on a team mainly composed of young women, who have brought new energy and vision to the brand.
The pop culture of the 80s, especially the movie Flashdance and music videos on MTV and MusiquePlus, had a profound influence on the brand. Au Coton boutiques vibrated to the rhythm of the latest musical trends.
In 1989, the advertising campaign with the slogan “No need to suffer to be beautiful” highlighted the comfort and relaxed style of Au Coton, leaving a lasting impression.
With the arrival of competitors such as Cotton Ginny and Le Cotonnier, Au Coton faced significant challenges. The American subsidiary declared bankruptcy in 1993, followed by the Canadian company in 2002.
In 2014, Cherif Atallah, a Montreal entrepreneur, bought Au Coton and relaunched the brand with an online store in 2018. A new physical store also opened on Atateken Street in Montreal.
Today, Original Au Coton continues to innovate with its online boutique, offering collections that celebrate its heritage while embracing modernity.
The boutique on Atateken Street is a physical reminder of the brand's heritage, offering customers a unique in-store experience.
Discover our 80s inspired collections and embrace the timeless style of Original Au Coton. Visit our online store today!
