Jerôme Tardivel, Owner of QHUIT and POYZ & PIRLZ

LET ME INTRODUCE JERÔME TARDIVEL, OWNER OF THE PARIS BASED STREETWEAR BRANDS QHUIT AND POYZ & PIRLZ…



Boutique Chez Qhuit Paris

Boutique Chez Qhuit Paris



Images via Chez Qhuit

HEY JERÔME, CAN YOU INTRODUCE YOURSELF A BIT TO OUR AUDIENCE, WHAT IS QHUIT AND WHO ARE THE PEOPLE BEHIND?

QHUIT IS A BRAND CREATED IN 2001. AT THE BEGINNING IT WAS JUST HAVING FUN WITH STUPID GRAPHIC TEES, AND IT BECAME A WAY OF LIFE, WITH GRAPHISM, HIP HOP, SKATEBOARDING, PHOTOGRAPHY…IN FRENCH THE NAME SOUNDS LIKE A HANGOVER, AND THE FIRST TEES WERE DEALING AROUND BOOZE. AFTER FEW YEARS QHUIT BECAME A REAL CLOTHING BRANDS WITH A LARGE PANEL OF PIECES AND ALWAYS A BIG PART OF ORIGINAL PRINTED TEES.



QHUIT Collection SS 2012

QHUIT Collection SS 2012



WHAT IS THE ORIGIN OF QHUIT?

2 GUYS & BEERS, AND AFTER A WONDERFUL FASHION ADVENTURE !


YOU ARE BASED IN PARIS. CAN YOU TELL US A BIT ABOUT THE STREETWEAR SCENE OVER THERE?

PARIS IS KNOWN AS A FASHION PLACE, BUT IN THE STREETWEAR IT’S A YOUNG CULTURE INSPIRED BY U.S.A AND NOW NORTHERN STYLE. WE’RE LIKE A SMALL SCENE OF FRENCH BRANDS ACTIVISTS AND TRY TO EXPORT OUR STYLES OUTSIDE OF FRANCE WHICH IS FINALLY A LITTLE COUNTRY FOR OUR COMMUNITY.



TELL US A BIT MORE ABOUT YOUR SHOP: WHERE IS IT LOCATED? WHAT KIND OF NEIGBOURHOOD IS IT AND WHAT IS THE COSMOS AROUND YOUR STORE (PARTYS, EVENTS ETC.)

WE ARE BASED IN PARIS MONTMARTE, IN A PLACE CALL L.A (LES ABBESSES), WE RE BETWEEN THE SACRE COEUR & LE MOULIN ROUGE, NEAR PIGALLE ! IT’S A WONDERFULL PLACE, LIKE A SMALL VILLAGE. THERE ARE NOT A LOT OF COOL STREETWEAR SPOTS, BUT CLOSE TO US THERE IS A COOL TATOO PLACE NAMED BLEU NOIR.



Poyz & Pirlz Cap

Poyz & Pirlz Cap



HOW DID YOUR CONNECTION TO STREETWEAR CAME UP? WAS THERE A SPECIAL MOMENT OR EVENT YOU REMEMBER IN YOUR PERSONAL HISTORY IN STREETWEAR?

AT THE BEGINNING I WAS STUDYING LAW AT UNIVERSITY, AND TRY TO BE A LAWYER. BUT THERE IS SO MANY MEETS IN LIFE, AND ONE DAY I MET MR MOOK, MY COWORKER AND AFTER DRINKING SOME BEERS WE DECIDED TO CREATE OUR LABEL WHICH BECAME A BRAND.



WHAT KIND OF EVENTS HAD IN YOUR EYES A SPECIAL INFLUENCE ON TODAYS STREETWEAR IN GENERAL?

TODAY THERE IS SO MUCH INFLUENCES. YOU CAN PICK UP IDEAS EVERYWHERE AND JUST ADAPT THEM TO STREETWEAR. IT’S KIND OF THE FIRST IDEA OF QHUIT BECAUSE WE USED TO USE OLD MOVIES, FOOD OR PEOPLE THAT HAVE ANYTHING TO DO WITH STREETWEAR TO CREATE SOME ORIGINAL TEES. I THINK IT’S THE WAY YOU ADAPT THEM WHICH MAKE THEM BECOME STREET OR NOT.
OF COURSE THERE IS ALWAYS HIP HOP OR SKATE INFLUENCE IN OUR MODELS BUT WE TRY TO GET INFLUENCED BY EVERYTHING AROUND US.



http://www.qhuit.com/

http://www.qhuit.com/



WHAT DO YOU LOVE ABOUT STREETWEAR?

EVERYTHING YOU CAN WEAR IN THE STREET !



WHO OR WHAT ARE YOUR ROLE MODELS?

BEASTIE BOYS HAD A BIG INFLUENCE FOR ME, BECAUSE THEY DID THE MIX BETWEEN HIP HOP, ROCK AND SKATE CULTURE. YOUNGER I WAS LOOKING AT THE VIDEO CLIP ON MTV, WATCHING MAGAZINES… NOW I’M CREATING WHAT I WANT TO WEAR, INSPIRED ON A MIX OF ALL MY OLD INFLUENCES WITH A MODERN FIT.



HOW DO YOU JUDGE THE PRESENT DEVELOPMENT IN STREETWEAR?

IT’S MORE AND MORE CASUAL, INSPIRED WITH DANISH, SWEDISH FASHION. BUT SINCE ONE YEAR THERE IS A BIG COME BACK OF HOODIES AND CREW, AND LOGOTYPE CLOTHES.



Owners of Chez QHUIT Store Paris

Owners of Chez QHUIT Store Paris



IT IS ALWAYS A SMALL DEGREE BETWEEN COMMERCIAL AND STAY FAITHFUL TO YOURSELF. ON THE ONE SIDE YOU DESERVE TO SURVIVE BUT WON’T BECOME MAINSTREAM. HOW DOES QHUIT SOLVE THIS TASK?

SINCE YOU SELL ONE CLOTHE IT’S A COMMERCIAL THING. SO YOU LIVE IN A COMMERCIAL LIFE, BUT INTEGRITY IS WHAT YOU ARE AND WHAT YOU TRY TO DO WITH YOUR BRAND. YEAR AFTER YEAR YOU GROW UP, SO YOU HAVE TO SELL MORE, BUT WE ALWAYS TRY TO KEEP THE SAME WAY OF WORKING. WE ONLY DO WHAT WE REALY LIKE. WE ARE NOT GOING TO PRODUCE MEN STRINGS IF IT’S THE NEW FASHION WAY OF LIFE!



Poyz & Pirlz

Poyz & Pirlz





YOU RUN A SECOND BRAND WHICH IS CALLED POYZ&PIRLZ. CAN YOU TELL US A BIT MORE ABOUT IT?

IT’S A REALLY NICE PROJECT I’M DOING WITH DABAAZ. IT’S REALLY DIFFERENT FROM QHUIT BECAUSE WE DO CAPSULE’S COLLECTIONS EACH 2 MONTHES. INSPIRATIONS ARE A MIX OF 80’S STUFF AND ACTUAL CULTURES.




WHAT OTHER BRANDS BUILD THE CREDIBILE PART IN THE STREETWEAR SCENE IN PARIS?

IF YOU JUST WANT TO SPEAK ABOUT THE PARIS SCENE THERE ARE SOME VERY COOL BRAND. I CAN TELL ABOUT PIGALLE, COOL CATS OR BLEU DE PANAME. THOSE BRANDS ARE THE ONE WHICH CREATED THERE OWN IDENTITIES IN THE FRENCH STREETWEAR SCENE.
AFTER THERE ARE OTHER FRENCH BRAND AS SIXPACK OR HIXSEPT BUT THEY ARE NOT BASED IN PARIS.



Too much posse ;-)

Too much posse ;-)



TO WHICH WAY IS IT GOING WITH QHUIT AND POYZ & PIRLZ? FUTURE PLANS?

ABOUT QHUIT, WE DEVELOP OUR COLLECTION TO OFFER MORE AND MORE HIGH QUALITY MODELS. WE ALSO WANT TO SEE OUR FOREIGN RETAILERS GROWING AND SO DEVELOP THE BRAND IN ALL EUROPE AND THEN TAKE OVER THE WORLD.
ABOUT OUR PROJECT WE WANT TO DEVELOP SOME CAPSULE COLLECTION IN COLLABORATION WITH FRIEND, AS BRAND OR ARTIST. WE JUST ABOUT TO LAUNCH A COLLECTION WITH THE WELLKNOWN FRENCH RAPPER AND ACTOR JOEYSTARR.

WITH POYZANDPIRLZ WE KEEP DOIN OUR SMALL COLLECTION WITH LIMITED EDITION MODELS. BUT WE TRYIN TO CREATE NEW PRODUTS AS JACKETS, SHIRTS AND SWIMSUITS FOR EXAMPLE. WE ALSO TRY TO DO SOME COLLABS, WE JUST DID ONE WITH L’OUTIL DE PRODUCTION, A FRENCH LEATHER LABEL TO DESIGN SOME HIGH QUALITY WALLETS.




THANKS FOR THE TALK!




http://www.qhuit.com/

http://poyzandpirlz.com/

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Qhuitâ„¢ S/S 2012 from Qhuit on Vimeo.