It’s the most unexpected “turnaround” in fashion.
From a leadership position to the descent into hell: this tricolor brand enjoyed immense success before biting the dust a few years later. Established as a French success story by numerous media, the label born in 2011 was at the heart of all discussions for 10 years. We have long admired it for its made in France manufacturing, its undeniable chatter, its self-deprecation in opposition to an underwear market which takes itself a little too seriously. In 2022, however, there is a massacre. The label is in deficit, with a net result of -3.4 million euros.
What made him successful is what will cause his downfall: he, who made communication his strong point, is the victim of a bad buzz which involves two of his employees. If the label is not responsible, the internet goes into overdrive, consumers boycott en masse and invite their counterparts to do the same with the hashtag #BoycottSlipFrançais. Worsened by the economic crisis, the following years will also present a negative balance… until the beginning of 2026: The French Brief rises from its ashes, with a turnover of 21 million euros and a positive net result of 1 million euros.
An outcome that Guillaume Gibault no longer expected. The founder of this strange label had to make numerous changes in strategy to survive. The recipe for renewed profitability? It contains several ingredients. Change of distribution channel: The French Brief which had its own stores (20), ended up closing 17 of them to eliminate the costs linked to salaries, rents and maintenance. Sales are made online and in large retailers, such as at Crossroads.
As the high-end positioning is no longer in line with the purchasing power of the French, prices are slashed. No more boxers and briefs at 40 euros each: The French Brief halves their price without sacrificing quality. A feat possible thanks to the opening of its own textile factory in Aubervilliers: this allows it to make economies of scale and control the cost chain to the nearest cent.
On the communication side, Guillaume Gibault communicates tirelessly about his difficulties, invests the French with a mission (that of saving made in France and The French Brief); in short, as a worthy “president of Slip”, he unites them around a common collective project as politicians would do. In 2025, we see it in an advertisement broadcast on our television screens.
Result: consumers feel concerned and want to participate in saving the brand. A survival story that is fun in these difficult times.
