Store Maison Kitsune

Product range. The womenswear range covers solid color polos, cardigans, sweatshirts and fox patch jumpers, short tailored dresses, windbreakers and bomber jackets, chinos and other flavours of ankle pants. Menswear collections by Maison Kitsuné are virtually the same save for skirts and dresses. The brand is partial to vintage-style fashion and sports fashion (mostly tennis-inspired). Maison Kitsuné favour smaller print patterns of Vulpes vulpes and, to a lesser extent, floral prints as well. The colors they use are either muted or light, with beige, navy blue, and wine swamp green dominating the palette.

Originality. Gildas Loaëc and Masaya Kuroki, the co-founders of the label, apart from selling clothing, are also busy developing their Kitsuné electronic music record label and running the namesake cafes in Tokyo and Paris. Café Kitsuné Paris is neatly situated at Palais Royal, a minute walk from Musée du Louvre. It's located on 51 Galerie de Montpensier and is opened from 8:30am to 6.30pm. The cafe is a go-to to enjoy coffee, gluten-free cakes, and refined interior.

Chic. Maison Kitsuné are not really much of a trendsetter. Rather, the label is after clever reinvention of timeless classics with an effortless French sports luxe twist: unpretentious, moderately sporty, prudently girlish, and a bit eye-catching.

Pricing. On average, outerwear is £250, tees and polos are £50 to £60, knitwear is £170 to £250.

Corporate history highlights. The brand was founded in 2002. Its name is a bilingual compound made of the French 'maison' ('a house') contributed by Loaëc and the Japanese 'Kitsuné' (literally 'a fox', but more often used in reference to folktale 'fox spirits') suggested by Kuroki. In Japanese folktales, foxes are supernatural cultural tricksters of 'Nine Lives'. Kitsuné was thus a perfect name for the multi-faceted undertaking commenced by Gildas and Masaya.

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