In the midst of January’s menswear shows, when all eyes were on the European runways, a new brand caught the eye of eagle-eyed showgoers: Coup de Coeur. But it was as many of the standout models of the season stepped out of the runways’ spotlights and back into their civilian attire that we got to see it, cropping up on the backs of countless boys as the street style photos hit Instagram.
Finnlay Davis, Willow Barrett and Lucas Satherley, among others, were all spotted wearing the brand that most of us mere mortals had never heard of. Dark hoodies, tees and achingly cool jewellery: we were eager to be in on this model secret (and in it).
Founded in late 2016, the unisex clothing and accessories brand fuses streetwear with contemporary fashion and jewellery. The brainchild of two best friends, with strong design backgrounds across apparel, jewellery and graphics for multiple brands, their aim was to create premium quality, British-made street and contemporary apparel. What sets them apart is the range of jewellery and accessories that complements the dark-based collections and are all designed in-house. Overpriced tour merch – or “streetwear” that is simply a Gildan hoodie with a thoroughly unoriginal slogan printed on it – this is not. Sorry, Kanye.
“We wanted to create something with a strong brand identity through graphics and symbol that is distinctive within our range,” the brand told us about their debut. “Our deliberately easy and oversized throw-on shapes create an off-duty model vibe. Our drops will always remain limited-edition and frequent in order to give exclusivity to our buyers and keep things fresh.”
And the name? Coup de Coeur is taken from the French phrase meaning, “a blow to the heart, something you instantly fall in love with” and this is the vision applied to all of the brand’s products.
Proud of its close-to-home roots, Coup de Coeur’s designs are conceptualised and created in East London combining a range of techniques to give them uniqueness, from slick graphic design to hand-sculpted jewellery and embellishment. Seasonless and non-gendered, design details and premium quality are the main considerations.
The first capsule jewellery range – this time specifically designed with men in mind but still unisex – includes a twist on a traditional tag bracelet with the brand's triangle logo in black obsidean semi-precious stone and a sterling silver signet ring. Alongside other accessories and their must-have embroidered hoodies and graphic tees, that just-off-the-runway look is now available to us all.
Discover Coup de Coeur now at coupdecoeurlondon.co.uk and enjoy 50% using the code COUPFAM until 22 April.
Words: Mikael Jack
Images: Coup de Coeur / instagram.com/coupdecoeurlondon