Asphalte

Asphalte is a French clothing brand based in Bordeaux that sells mainly online through pre-orders. It makes everyday wardrobe staples such as sweaters, T-shirts, sweatshirts, jeans and sneakers for men and, since 2021, for women.

What is Asphalte?

Asphalte is a French digital-native clothing brand founded in Paris in October 2016 by William Hauvette and Rodolphe Gardies. The company moved to Bordeaux within months of its launch and is now headquartered there. Hauvette had previously launched a men's sweater brand, Six & Sept, in 2012.

Products and positioning

The range covers durable basics: sweaters, T-shirts, sweatshirts, jeans and other denim, and sneakers. Sweaters are a core item, and the signature sweater has kept the same pre-order price for ten years. A women's range was added in 2021.

Business model

Asphalte sells mainly through pre-orders on its own website, producing close to the number of units ordered in order to limit unsold stock. A small surplus of around ten per cent is made to cover exchanges, and remaining surplus pieces can be bought at a premium. Customers take part in product development through questionnaires, a form of co-creation that shapes each new item.

Distribution

Most sales are online, with a sizeable share of orders shipped outside France and Germany as the second largest market. The brand also runs permanent stores in Paris and Bordeaux, the latter opened in October 2025.

Why it matters

Asphalte is one of the best known European examples of a demand-led, pre-order model that aims to reduce overproduction while keeping prices stable.

Frequently asked questions

Where is Asphalte from?

Asphalte is a French brand founded in Paris in 2016 and headquartered in Bordeaux.

How does Asphalte sell its clothes?

It sells mainly through online pre-orders, producing close to the quantities ordered, and also has stores in Paris and Bordeaux.

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