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François Goyard's grandfather was a compagnon de rivière, and he owned a monogrammed trunk long before the family went into the trunk making business. Stripes perpetuate old traditions, notably those related to horse carriages, which were painted in the colours of each family. Goyard is still privately owned, which means it lacks the board of directors and shareholders that push most brands to scrounge endlessly for new customers and new products to entice them. The brand seems mostly interested in satisfying its existing clientele which, of course, has its own sort of draw for luxury consumers hungry for exclusivity.
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Many of their pieces were acquired by Goyard’s now-owner Jean-Michel Signoles in 1997, when Sotheby’s auctioned the contents of the Duke and Duchess’s Paris home.
“Goyard was actually purchased by the Duke of Windsor and Coco Chanel and has been very popular throughout the years, but became a fashion must around 10 to 15 years ago,” Deborah.
International royals, heads of state, Gabrielle “Coco” Chanel, Lauren Bacall, Josephine Baker, Jeanne Moreau and Karl Lagerfeld have all owned Goyard luggage – Lagerfeld even commissioned bespoke items for his beloved cat, Choupette.On April 1, 1885, Edmond Goyard officially became the head of Goyard. The name changed to E. Goyard Aîné (the elder). Continuing his father’s work, Edmond Goyard turned the comptoir on rue Saint-Honoré into an elite institution with an international clientele. Originally called Maison Martin, the name changed after a dedicated apprentice by the name of François Goyard took over the company following the owner’s death — which is how its modern-day name Maison Goyard (or just Goyard) came about. Unlike Louis Vuitton, Goyard is privately owned, and not answerable to shareholders. You will never see a Goyard advertisement in print, nor find its wares on any ecommerce platform.
The brand was founded by Pierre-François Martin in Paris in 1792 as “House of Martin,” specializing in box-making, trunk-making and packing for the French aristocracy. Martin predated the great trunk-makers to come in the 19th century, and quickly became favored among the French upper-class. Behind the HYPE: Goyard's History of Peerless Authenticity and Artisanal Craftsmanship: Inside the secretive French company prized for its inimitable bags, trunks and accessories.François Goyard's grandfather was a compagnon de rivière, and he owned a monogrammed trunk long before the family went into the trunk making business. Stripes perpetuate old traditions, notably those related to horse carriages, which were painted in the colours of each family. Goyard is still privately owned, which means it lacks the board of directors and shareholders that push most brands to scrounge endlessly for new customers and new products to entice them. The brand seems mostly interested in satisfying its existing clientele which, of course, has its own sort of draw for luxury consumers hungry for exclusivity.
Many of their pieces were acquired by Goyard’s now-owner Jean-Michel Signoles in 1997, when Sotheby’s auctioned the contents of the Duke and Duchess’s Paris home.
“Goyard was actually purchased by the Duke of Windsor and Coco Chanel and has been very popular throughout the years, but became a fashion must around 10 to 15 years ago,” Deborah. International royals, heads of state, Gabrielle “Coco” Chanel, Lauren Bacall, Josephine Baker, Jeanne Moreau and Karl Lagerfeld have all owned Goyard luggage – Lagerfeld even commissioned bespoke items for his beloved cat, Choupette.On April 1, 1885, Edmond Goyard officially became the head of Goyard. The name changed to E. Goyard Aîné (the elder). Continuing his father’s work, Edmond Goyard turned the comptoir on rue Saint-Honoré into an elite institution with an international clientele.
Originally called Maison Martin, the name changed after a dedicated apprentice by the name of François Goyard took over the company following the owner’s death — which is how its modern-day name Maison Goyard (or just Goyard) came about.
Unlike Louis Vuitton, Goyard is privately owned, and not answerable to shareholders. You will never see a Goyard advertisement in print, nor find its wares on any ecommerce platform. The brand was founded by Pierre-François Martin in Paris in 1792 as “House of Martin,” specializing in box-making, trunk-making and packing for the French aristocracy. Martin predated the great trunk-makers to come in the 19th century, and quickly became favored among the French upper-class.
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