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: Jean Prouvé and Dr. Dre, Romy Schneider and Michael Schumacher, Takashi Murakami and Thierry Henry.

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 in the family. 

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