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FRENCH KNITWEAR MAISON ESTABLISHED IN 1925

 

 

THE FIFTH GENERATION TAKES OVER THE CENTENNIAL BRAND ALLOWING IT TO KNIT A NEW CHAPTER. VALERIE TOYOMURA-PROVOT, DESIGNER AND KNIT LOVER AWAKENS THE SLEEPING BEAUTY IN 2018. UNDER HER IMPULSE, THE KNITWEAR MAISON REVISITS ITS ICONICS AND REINVENTS KNIWEAR CLASSICS WITH TIMELESS PERSPCTIVE AND SUBTLE ATTITUDES.

 

 

A BIT OF HISTORY 

 

1920s

LEON VITOUX CREATED EARLY TWENTIETH HIS FIRST FACTORY IN TROYES, THE BIRTHPLACE OF HOSIERY, STARTING WITH THE PRODUCTION OF STOCKINGS BEFORE DIVERSIFYING TO KNITWEAR TWO DECADES LATER. THE BRAND VITOS WAS OFFICIALLY REGISTERED IN 1925. 

 

 

1950s

THE WAR HAD OVERTURNED OLD WAYS OF LIFE. WOMEN HAD GAINED THEIR EMANCIPATION AND VITOS SUPPORTED THEM. AT THAT TIME, CLOTHES COMPARABLE TO THE “FULLY-FASHIONED” INTERNATIONAL DESIGNS WERE UNAVAILABLE IN FRANCE. THE FIRST TRIALS BROUGHT NEW SUCCESS. VITOS CREATED “FULLY FASHIONED” SWEATERS IN 1956 THAT QUICKLY BECAME THE COMPANY’S FLAGSHIP PRODUCT THANKS TO ITS MACHINES AND KNITWEAR KNOW-HOW.

 

 

1960s

A NEW DECADE MARKED BY THE COMEBACK OF THE FAMOUS TWIN SET LAUNCHED IN THE 30s THAT SUITED PERFECTLY EITHER HOUSE WIVES AND THE NEW 'OFFICE LADIES'. WORKING GIRLS. THE RISE OF COLORS.

 

 

1970s

ADVERTISING WAS BOOMING WITH THE EMERGENCE OF WOMEN’S MAGAZINES SUCH AS ELLE AND MARIE-CLAIRE. VITOS RESPONDED BY CREATING A SERIES OF CONTEMPORARY ADVERTISEMENTS.

 

 

1980s

THE EMERGENCE OF PRET-A-PORTER TO DRESS WOMEN FROM MORNING TO NIGHT, AT WORK AND WEEK-END. WOMEN WERE MORE ACTIVE, FREE AND URBAN. 

 

 

1990s

A CHANGE OF ECONOMICAL MODEL THE COMPANY DID NOT ANTICIPATED WITH PRODUCTION RELOCATION AND THE RISE OF MARKETING. THE COMPANY SHUT DOWN OPERATIONS AND DISMANTLED IN 1992 BETWEEN MACHINERY DIVISION AND FASHION.

 

2020s

INSPIRED BY THE EXCELLENCE OF THE PAST WHILST OFFERING THE BEST OF THE PRESENT TECHNIQUES, WE COMMIT TO A SUSTAINABLE FUTURE.