Au Coton: The Rise, Rebirth and Legacy of a Quebec Icon
Original Au Coton: History, Renaissance and Influence of the Quebec Brand
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.
The Origins of Original Au Coton
Pierre Lefebvre and Brian Gray: The Visionaries Behind the Brand
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.
The Concept of Printing Kiosks
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 Rise of Au Coton in the 80s
Expansion and Success in Shopping Centers
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.
The Casual and Colorful Style of Au Coton
Cotton fleece, jersey knit and pastel colours have become the brand's signature, offering a perfect balance between comfort and fashion.
A Team Led by Women
The Key Role of Marie-Josée Bastien and Chantal Blanchet
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.
The Importance of a Female Workforce
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 Cultural Impact of Au Coton
The Influence of Music and Pop Culture
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.
The Most Significant Advertising Campaigns
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.
Challenges and Renaissance
Competition in the 90s
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.
The Revival by Cherif Atallah
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.
Original At Cotton Today
A Modern Online Store
Today, Original Au Coton continues to innovate with its online boutique, offering collections that celebrate its heritage while embracing modernity.
The Physical Store on Atateken Street
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!
