Philosophy

"Verlan" is a language game of reversing the syllables of a word. Even if it is an old French tradition, it is since the 1990s and the advent of hip-hop culture that the verlan has been adopted by all. Fashion is a language, Verlan, our brand, is the language of our generation. We like to share our memories, the things we love and the people we admire; among others: 

Cy Twombly in ecru suit eating pasta photographed by Bruce Weber; Nike's "Joga Bonito" campaign with Eric Cantona; Masculin Féminin, directed by Jean-Luc Godard; Jay-Z, girls girls girls song; Stifler’s mom; Paul Valery, Milan Kundera, and Proust; Bill Murray and Scarlet Johansson at the Park Hyatt’s New York Bar in Lost in translation; Isamu Noguchi's paper lamps; Miles Davis Ferrari Testarossa; Mr. Burns; a 90’s baignoire from Cartier; 50 Cent's iPod in "PIMP"; the Arsenal of Arsene Wenger showcasing Henry, Bergkamp, Ljungberg, Giberto Silva, Pires, Ashley Cole, Touré, Campbell, Lauren and Lehman; Eric Rohmer; Gogo Yubari in Kill Bill; Steve Jobs testing ‘Photo Booth’ filters before release in 2005; Ruben in Oceans 11; five-time grand slam winner Maria Sharapova stretching before her Wimbledon game in 2005; David Bowie's choice of Nike Tailwind on tour; the little characters of Line Vautrin; Carmen Electra and Dennis Rodman photographed during their marriage in 1998; the special effects of Shaolin Soccer; André Agassi playing Ivan Lendl with his pants; A woman is a woman; Peter Crouch's robot dance; Charlotte Perriand "La Maison du Mexique" bookshelf; Rowan Atkinson (Mr. Bean) and his Aston Martin V8 Vantage in London 1981; Pierre Chareau "La Maison de verre"; Alfred Hitchcock and his giant pretzel at the "Psycho" premiere; the forehand of Juan Del Potro; Takashi Murakami Mr. Dob; David Hockney’s yellow; Snoopy, Pingu and the Pink Panther; Keith Haring drawing on the Omotesando street sidewalk in Harajuku, Tokyo; young Tiger Woods at the Augusta Masters; the personal library of Karl Lagerfeld in Paris; Georges Brassens; Brahim Asloum becomes Olympic flyweight champion (under 48kg) in Sydney; Scottie Pippen in an unknown limousine in the early 1990s; a loaf of farmhouse bread with figs and walnuts; Pierre Jeanneret riding a bicycle in the streets of Chandigarh in 1955; the red Saab 900 Turbo in Drive my Car by Ryusuke Hamaguchi; Andy Murray, Marat Safin and Paul-Henry Matthieu; the interiors of John Pawson; Ma Long; Steve McQueen Rolls Royce in the Thomas Crown Affair; Jean Prouvé staying at his brand new home in Nancy in the mid 50’s; Julio Iglesias washing down a KFC family bucket and tortilla de patatas with a bottle of Château Lafite-Rothschild on his private jet wearing a tank top; Nas' "Illmatic" album; Danny Devito walking his Weiner Dog; Picasso ceramics; Ribery & Zizou during the 2006 Wold Cup.

Rules of the game are simple: 

1. All our garments are available in limited editions and are hand-numbered. Less is more. We don’t have stock or very few. Most of our garments are available via pre-order, so we can better anticipate volumes and then cut the unsold pieces. Again, less is more. 

2. We don’t have any release calendar nor we oblige ourselves to respect the 2 to 4 seasons per year fashion calendar. We prefer think at our own pace, garment after garment. Each and every piece starts with a real client need (that means you), a profound want of creating (that means us) and is the consequence of months of research from the best suppliers and production ateliers. 

3. No sales. We conceive garments at a fair price. Without unnecessary margins. Nonetheless, we can sometimes offer delivery costs on the spur of the moment as after a goal of Marco Verratti or a winning game of Jo Wilfried Tsonga. In that case, we then inform you on Instagram or by email. 

Welcome to the family. 

Located in Paris, Verlan is operated by founder Lucca Lamoine.
Click here for more info.