Vilebrequin
G-III Apparel Group · France
Vilebrequin is a luxury swimwear and resortwear brand founded in Saint-Tropez in 1971 by Fred Prysquel. It has been owned by the US apparel company G-III Apparel Group since 2012 and is run from Geneva. The brand is best known for its printed men's swim shorts and has a network of boutiques in resort destinations worldwide.
| Founded | 1971, Saint-Tropez |
|---|---|
| Founder | Fred Prysquel |
| Owner | G-III Apparel Group (since 2012) |
| Headquarters | Geneva, Switzerland |
| Segment | Luxury swimwear and resortwear |
| Website | vilebrequin.com |
What is Vilebrequin?
Vilebrequin is a luxury beachwear brand born on the French Riviera. Its signature product is the men's swim short, made in colourful prints and often offered in matching versions for fathers and sons. The brand also sells women's and children's swimwear, resortwear and beach accessories.
History
Fred Prysquel, a photographer and motoring journalist, founded Vilebrequin in Saint-Tropez in 1971; the name refers to the crankshaft of a car engine. In 1991 Loïc Berthet, a Saint-Tropez textile entrepreneur, took over the brand and built a network of distribution partners in more than 50 countries during the 1990s.
In 2012 the brand was acquired by G-III Apparel Group, the New York based apparel company that also owns DKNY and Karl Lagerfeld. Roland Herlory, a former Hermès executive, was appointed chief executive after the acquisition. The company is headquartered in Geneva.
Products and positioning
Vilebrequin occupies the luxury end of swimwear. Its offer includes:
- Men's swim shorts in seasonal and archive prints
- Women's swimwear and resortwear
- Children's swimwear, including father and son styles
- Linen shirts, polos and ready to wear
- Beach towels, bags and accessories
Business model and distribution
Vilebrequin operates boutiques in resort and city locations such as Saint-Tropez, Paris, Monte Carlo, Milan, Beverly Hills and New York, and is present in around 50 countries through own stores, partners and wholesale. It also sells online and, from 2024, through Amazon's luxury stores in Europe, according to FashionUnited.
Why it matters
Vilebrequin shows how a single hero product can sustain a global luxury brand. As part of G-III, it is one of the group's owned brands alongside DKNY and Karl Lagerfeld, which matters as G-III shifts from licensed brands towards brands it controls.
Frequently asked questions
Who owns Vilebrequin?
Vilebrequin has been owned by G-III Apparel Group, a US apparel company, since 2012. G-III also owns DKNY and Karl Lagerfeld.
Where is Vilebrequin from?
Vilebrequin was founded in Saint-Tropez, France, in 1971. Its headquarters are now in Geneva, Switzerland.