“What’s the point of making clothes if you can’t do anything in them!” This advertising slogan from 1996 still resonates with our subconscious. From these quarrelsome whims was born the name Petit Bateau. Inspired by a French nursery rhyme, the brand rode on the success of its great innovation: legless underwear for children. This crème de la crème of infantile undergarments has been around since 1918.
In 1920, Pierre and André Valton copyrighted the Petit Bateau brand and in doing so started a new era in the world of quality clothing and undergarments. Perhaps nostalgic for the cottony days of their childhoods, the inventors of these underwear didn’t listen to the voice of reason and instead opted to set off down the road less traveled. Ever since, the brand has been known for its muse Marinette, a little girl in panties. Beyond their advertisements, Petit Bateau’s underwear also made a name for themselves at the Universal Exposition in Paris in 1937. It would even be awarded a Grand Prix, a small step for man but a giant leap for panty-kind. Later on in 1988, Petit Bateau laid anchor in supermarkets. The fluffy softness of childhood quickly spread itself throughout many an aisle, leaving a veritable success in its wake. And so the complaint “Back in MY day we wore PetitBateau!” would never be heard. Today, for close to 120 years, the brand has been loyal to its signature image: a little sailboat. After sailing around the world, the brand has even become engaged in sustainable development. Each stage of its manufacturing, from dying the products to packaging them, is closely followed up on in order to conform with the company’s standards.
Even if their little underwear are still Petit Bateau’s cornerstone piece, little brats can still play around in these timeless, non-fragile garments that will stand strong through mud battles, marker wars, and chocolaty snacks. Petit Bateau also knows this, and is updating its message about the values of childhood by hosting events like “Talking Shirts” in 2009, or by teaming up with the band MGMT.
In 2012, Petit Bateau set sail towards a new horizon: French label Carven. In 2013, the brand Petit Bateau realize one of the most advanced collaborations with Kistuné house which updates a flagship piece from Petit Bateau, mariner stripes. Combining the elegance and sobriety in the Kitsuné’s creations, we could not dream of a better collaboration. The success of the Capsule Collection 100% made in France which has color-coded colors are Blue White and Red, has become so large that Loaec Gildas and Masaya Kuroki took the Artistic Director of the adult male and female collections.
Petit Bateau will forever dress up adults with the spirit of childhood and children with the spirit of adulthood. Who could ever get tired of this cottony, pastel world of lore?
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