A Revelation :

California, 1967 : two young Frenchmen dazzled by the American dream. New possibilities opening up for them... These two babyboomers looking for new sensations got a shock, a revelation ! The air of freedom, the infinite horizons, the exciting cultural mix, the animated street life, the whole established order seemed to be overturned, inspiring them with its new look, its American ambition : confident and limitless. From their initiatory trip an idea germinated... The right idea at the right time...

A Design :

Back to France, the two pioneers tackled their rather crazy project : to express their ideal of freedom through society’s dress code... Exit the regulatory grey tones and skimpy cuts: life is too short to wear boring clothes ! Based on new materials such as needlecord, they composed a colour range of 28 pastel tones and resolutely innovative cuts for cord trousers and safari jackets. A new language, original, free and visionary, was born. Admirers of the emerging young actor Paul NEWMAN, they were inspired by him to create a new brand, with a new look for men. Raymond Loewy, the celebrated French designer, installed it definitively in the collective unconscious by imagining his famous metal logo, both sober and brilliant.

A Passion :

More than just a fashion phenomenon, NEW MAN conveys a philosophy of how to dress, an art of living, “moving with the times, with real style”. Beyond social divisions, codes and conventions, the NEW MAN male assumes his freedom and imagination without losing track of his values. As living proof of its universality, outstanding figures of the day like Alain Delon, Paul Belmondo, Michel Polnareff, Françoise Hardy and king Juan Carlos adopted the new brand, as a signature of good taste, elegance and freedom.

40 years later, the prophetic dream is still alive and kicking! It has traced its own path between the different trends. The fetish brand and its aficionados have built up a palpable bond between them. The NEW MAN men and women can relax: the legend is very far from coming to an end.