This brand, she thought it three years ago with the wish “to offer the only”. “”As I had already done for friends, I started to resume the base of a jeans jacket, then I reshaped it with also chinled fabrics. Wearing a habit that is out of the ordinary, today in this overconsumption world is very rare. I adore !”
Beginnings in the capital… French!
Elisa Godfroid had three years of study in styling and modelism at Helmo Mode (Liège) behind her as well as eight solid years of experience in Paris. “”Freeman T.porter, a ready-to-wear brand specializing in jeans where I had done my last internship, offered me a position and I went there. Then I stayed in Paris, even after my economic dismissal, because I wanted to work for magazines as a stylist-photo. I started at the bottom of the ladder and then I made my little meal. As the months went by, I started to attend very good editors. “
This original Disonaise, she grew up in Mont-Dison, thus finished stylist and e-commerce coordinator at Lacoste, after a passage also by Vogue and Aigle. “”For eight years, I met a lot of people, a non-stop traveler. The last shoot I made was with Novak Djokovic … “
Return home
But the Belgian ended up having the country’s pain and returned to the fold just before the COVVI, in 2019. After a “slightly winding course”, by catering, clothes of clothes and decoration, she decided “to launch her thing”. “”I couldn’t find my place. And the day of my 30th birthday, I decided to resign! “
On June 27, 2022, the only shop joined the web, with a first selection of jackets in pilant jeans. However, the beginnings did not allow him to live from it. “”I had to face the facts and I found Taff on the side until last summer … I was asking myself 20,000 questions at the time: I did not know if I had to continue or stop. “
A not so durable fashion: under an apparent success, the second hand reveals drifts
LA feel the Thiery GODFroid, Champion The Motocross
But a happy sequence gave him the answer. A series imagined from Vareuses, old Motocross leathers first met with unexpected success. “It was important to us with my sister Anaëlle (Editor’s note: his awarded photographer)because our dad, Thierry Godfroid, is champion of motocross, our grandfather rolled, my cousin and us too. It’s really a family thing. But it’s very niche, I didn’t think it was going to work! “
The upturn then came from a Liège merchant, Millie Anzalone (radical) who bought her ten clothes “in testing”. She prohibited him from giving up, she who “had gold in her hands”. In less than 24 hours, he only had ten Blazers left the day before. Then it was in the eye of Isabelle Behites, director of the Studio Fashion 1307 agency in Antwerp, that the talent of Elisa Godfroid was caught. And rebelote, again, the first pieces quickly disappeared from the showroom.
Today, it is by deposit of more than a hundred pieces that the collaboration continues. “”I signed an agent contract with them. It already taught me so much in a year and it avoids invoices, negotiations, etc. “smiles the designer, who now seeks to be surrounded and find a real workshop. “”To follow the pace and do even better! “
“The chip is really infinite”
Elisa Godfroid does not count the hours spent hunting, washing, cutting and sewing.
The work of Elisa begins far from her apartment, in second -hand shops, in flea markets and sorting centers. “”At first, not everyone opened their doors to me when I just asked to get some clothes. “ Then you have to have an eye to find pearls at source. “It’s really complicated to find a good second hand today, there are so many shit in the containers.” The state of clothing bubbles, while the sector is in crisis, will not have escaped anyone …
Second hand market: “Tons of clothes travel from one end of the planet to sometimes return to their starting point”
“There are a lot of categories in sorting centers: textiles that are only really good to be torn apart, those which only have a few small faults which can be sent to associations, those who have no apparent defect, but which are no longer up to date. And then, there is the cream of cream, nuggets, with labels still on it, or even the products of luxury …
“I’m really well behind my machine.”
Back, all this “gear” is carefully washed and ironed with his mother’s hand (which also helps her for labeling, etc.). “”And it is only at that time that I start to do my selections for several days: to decide with which I put each textile. “
Time, it takes to finalize a room … but Heusytoise does not count the hours. “”I’m really well behind my machine. When I cut everything, ready to assemble, it must take me a little less than half a day of sewing a blazer. We do not always realize the work required by a piece! “