Designer Interview: Vitos 1925
French knitwear maison established in 1925 and revamped in 2018, we combine a timeless perspective with subtle attitudes to form an irreverent classic signature. Our collections are made in France and in Italy with natural and noble yarns exclusively.
When and where did you first begin?
Valerie Toyomura-Provot started to work in Japan for a Japanese creator (“KAZUTAKA KATOH”) as modelist for a few years. Then I created my own brand-studio in Tokyo. In 2016 my husband and I got this idea of relaunching his family brand, moving to France to rekindle a sort of heritage and ‘French tailoring’. I started to work on the first collection of VITOS 1925 (Spring/Summer 2018) by the end of October 2016. Collecting archives (catalogues, photos, products, going to the Public Archives of Troyes - the city where the brand was established).
Where does your design inspiration come from?
A first inspiration from the brand’s long and rich heritage. 50 years of knitwear, knitting points and techniques, colors and designs. Obviously most were ‘outdated - out of fashion’ but needed a ‘twist’ to make them contemporary. Then of course, Parisian fashion surroundings and my own taste.
Describe your brand in 3 words.
Timeless, quality, protection
What is the most difficult aspect of running your own label?
Trying to create (successful) sustainable label, i.e. eco-responsibility for a brand is almost a contradiction with the concept of fashion. To combine sustainability with fashion. It is crucial to imbue the brand with your taste but to accept that the brand is more important and will (hopefully) last longer = try to keep a stylistic line for the brand, but make it evolve a little with the prerogatives and lasting trends of its time.
Which part of the creative process do you enjoy most, and least?
International fashion creator inspiration. New knitting techniques. New yarns. Knitting points. And most of all, first or second prototypes, which means the development part. Once the products are finalized, it’s not my part anymore: I kind of let go and get bored, waiting for next season…
Do you have a mentor?
I have been following from my youth Martin Margiela who had very early great attention in Japan, by its approach, its technics and its total commitment. But recently, I really like this NY label ‘Khaite’. Her universe, her fabrics / yarns, colors, and shapes. It’s beautiful.
Describe your brand in 3 words.
Timeless, quality, protection
How long did your latest collection take to create?
Some styles can be done in a few days (creative process), some longer… Some start from the yarn (love at first sight), some from a shape or a need… But you know, being a responsible brand means not too many new models. We carry over most of our styles from a season to another, changing colors, yarns, shapes… but we are not (hopefully but sometimes unfortunately) a label that launches 50 styles / season!
What are your future plans?
Not decided but a few plans to re-boost our collection that needs a new fresh lifting. Time for VITOS 4.0!! 🙂
Which pieces do you think everyone should have in their wardrobe?
Knitwear is by far the most sustainable clothes … if natural (recycled / low footprint,...) and if sourced / knitted in the right labor and environment conditions. There is this pleasure to meet your knitwear each new season because memories are attached to each piece. Because it becomes softer and softer. Because knitwear is like a protection, an armor, you feel safe in it. If someone can afford it, definitely cashmere piece is the absolute luxury (when I mean cashmere, real cashmere, not the ones a 99 Pounds that have pilling after 1 week…)
What attracted you to The Clothing Lounge?
The Clothing Lounge offers a wide range of fashion and brands but with an identity despite prices and designs. A real consistency most probably initiated by the quest of durable and responsible labels. The team’s selection to onboard brands is really well done. I like the idea of having a E-multibrand store with the codes of the big ones but at human scale, not run by the same criteria, offering end consumers labels that can hardly find in their daily brick & mortar shops. To encourage the new fashion scene as well as the old nuggets that deserve to be unveiled.
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