Mellow Yellow was founded in 2003 by Bruno Van Gaver, is headquartered in Paris and has around 55 own points-of-sale. Donovan's Mellow Yellow (0:400:44), and the Turtles' Happy Together. Mellow Yellow is also very open for export: in the beginning, the brand will be positioned with its new fashion line in England and further roll-outs will follow. From 'Blue Suede Shoes' to 'Suite: Judy Blue Eyes' Walter Everett. These will be, however, administered through licenses. For 2018, two new stores following this concept will be opened in Paris.įor the future, the brand thinks about a further diversification for example in glasses, travel luggage or fashion jewelry. Parallel to the launch, a new shop concept was developed, which will be presented in France this summer. For the distribution, the manager thinks of sales via the own online store, as well as department stores and key wholesale players.

As a competitor in this price category, Blanc names brands like Sessun and Sézane. Magali Blanc: 'Like for the shoes and bags, we want to move the fashion collection into the segment of affordable designer wear.' In concrete terms, this means: t-shirts retail at 40 euros, trousers from 80 to 100 euros and dresses between 90 and 150 euros – depending on the material. The new fashion line will stylistically reflect the colorful and young shoe and accessories line and will comprise around 120 models, which are almost entirely produced in Portugal (90% of the collection).įor the new fashion line, Mellow Yellow remains true to its price point. Magali Blanc himself takes care of the coordination between the two style offices and acts as creative director to assure the 'red line' for all segments of the brand. The first big step is the launch of a fashion line, which is scheduled for autumn / winter 2017-18, which will be released in summer.įor the new garment collection, the brand, which belongs to the French group Eram (Taty, Heyraud, tbs, Staggy, Texto, Bocage), has installed an own design and product team, which operates entirely independently from the shoe and accessories department. He wants to bring the over 10-year old label to the next level.

'We want to expand Mellow Yellow into a global brand.' Magali Blanc, who has been brand director of the Paris shoe and accessories brand for about two years, has big plans. The Paris shoe and accessories label Mellow Yellow starts with ready-to-wear

Mellow yellow shoes