Casual and at low prices, this brand born near Lille has been attracting the French for several years. It is the label in the French textile universe where they spent the most in 2025 according to a study.
Some of us will be surprised, others not at all. In 2025, this French brand has captured the hearts of the French for the second year in a row. It thus becomes the tricolor clothing brand where the French have spent the most according to Joko. Originally a sports equipment manufacturer, over the decades, the label made in Lille has continued to offer technical clothing, while developing fashion collections with a huge dose of style. He has succeeded in retaining the loyalty of athletes and winning over seasoned fashionistas. It must be said that since the 1970s, his products have always had low prices – a strategic point on which Michel Leclerq bets everything at the start of his small business. You will understand, it’s good Decathlon which is the favorite French fashion brand of the French territory.
To reach this verdict, the shopping application Joko scrutinized the banking transactions of a million and a half (anonymous) consumers as well as several official external sources. On fashion and the French textile industry, Decathlon therefore comes in 1st position. However, in the ranking all universes combined, the Lille brand is 15th. The first three brands where the French consumed the most last year are obviously hypermarkets and supermarkets (E.Leclerc, Crossroads, Intermarché). The second tricolor fashion label in the ranking is then Kiabiwhich comes in 21st position.
However, if these French brands are rather well ranked in the wallets of the French, they are still ahead of the Scandinavian Vinted (12th) and the Chinese Temu (13th) and SheIn (14th). The controversy with the BHV does not seem to have scratched the ultra-fast fashion giant, which only lost two places compared to the previous year. See you next year to see what happens.
