Exclusive interview with Mickael Azoulay, Founder of American Vintage

Who knew that a simple and comfortable tee had the capability of being catapulted to a fashion staple? Well, Frenchman, Mickael Azoulay clearly had the foresight when he decided to center an entire brand, American Vintage, around the humble T-Shirt and boy was he right.

Fast forward to today, the effortlessly chic label is a rising phenomenon with their careful blend of American innovation with French refinement and elegance. Across the board, they’re revered for their soft luxurious JAC collection T-Shirts and MAS Supima Basics made from the world’s finest cotton, Supima. And in addition, the French brand boasts of a whole bevy of stylish separates that would instantly become a perfect fit in Singapore’s weather, without skimping on sarotiral sensibilities.

Hence, evidently impressed, we decided to speak with Mickael Azoulay to learn more about the label, motivations behind working with T-Shirts and its expansion to Singapore.

Marie France Asia: What made you decide to work with T-Shirts as a starting point for your brand?

Mickael Azoulay: I was inspired by a trip to the United States in 2005 and from there I created American Vintage, with the intention to revisit the traditional concept of a T-Shirt.

The initial idea was to focus on T-Shirts and knitwear, working with colours and materials to make them more feminine. From the start, our strength was in our colours and in the quality of our products and materials. The washes used with our cotton give our products a ‘second-skin’ effect. We re-styled the basics, making them more fashionable and feminine, which was better suited to the personality of our customers.

MFA: Do you think the T-Shirt has gone from a basic staple to a luxury item?

M.A.: The luxury of our product relates to the French tradition. Bringing together French and American tradition makes sense – it’s a winning combination. American Vintage is about mixing American innovation, energy and positive thinking with French tradition, refinement and elegance. This can be found in both our brand values and corporate culture.

MFA: How does American Vintage propel the T-Shirt as a trendy fashion item?

M.A.: Timeless and easy-to-wear apparel that has the perfect twist of modernity to effortlessly adapt to the personalities of those who wear it. Fashion that stays with the times and prides itself on simplicity and authenticity. That is the essence of American Vintage.

MFA: What are the important things to look out for when buying a T-Shirt?

M.A.: Comfort, softness and sweetness. The emblematic material we use in our collections is Supima Cotton since the beginning of the brand. Each season, you can find Supima Cotton in basics.

MFA: How would you describe the signature style of American Vintage?

M.A.: The brand has brought a new concept to the market, with a unique approach and strong social values, which are expressed through the diversity of materials and colours, like MAS basics collection. We created a product that our customers can identify with. It speaks to them and brings out their unique personality. At American Vintage, clothing is not ostentatious and showy. Instead, it lets customers express their identity.

MFA: Why did you decide to launch American Vintage in Singapore?

M.A.: We visited Ngee Ann City shopping mall and we were amazed by its unique location, it’s very refined with a good trade mix… So it was really the trigger point for us.

We think our brand DNA is based on casual chic and effortless style, which really matches the Singapore lifestyle hence we are really happy to be here.

MFA: What are some of your future plans?

M.A.: Our mens line is becoming stronger and stronger. We have now started opening some dedicated men point of sales location, notably one in our hometown Marseille. I believe there’s a lot of potential in this line.

American Vintage is located at 391 Orchard Road, #03-13B Takashimaya Shopping Centre, Ngee Ann City, Singapore 238872.

Tarandip Kaur