Aigle boosts creative role of Etudes Studio, launches Aigle Experience line

New logo, contemporary cuts, a chic, urban communication style: In their three years in charge of design at Aigle, Parisian creative trio Aurélien Arbet, Jérémie Egry and José Lamali, known as Etudes Studio, have repositioned the French footwear and outdoor apparel brand into a more upmarket segment.

A decisive shift that has enabled Aigle, led since the end of 2022 by Valérie Dassier, to consolidate its presence within an extensive selection of Asian retailers, won over by its chic outdoor clothes.

The ties between Aigle, owned by the MF Brands group alongside Lacoste, Gant and The Kooples, and the designer trio, have further evolved with the launch of the Aigle Experience line by Etudes Studio. A new, even more upmarket designer line that will allow Aigle – founded in 1853 as a rubber boot specialist – to confirm its new premium positioning, while Etudes Studio will also continue to develop the brand’s four classic annual collections. The Aigle Experience Fall/Winter 2024-25 collection is called Harmony, and was inspired by a trip taken by Etudes Studio in Japan, emphasising Aigle’s new blend of contemporary style and performance details.

“The use of high-end technical materials, notably Gore-Tex, strengthens the osmosis between [the collection’s] pared-down silhouettes and its seasonal features,” said Aigle.

The snug parkas are water-proof, wind-proof and breathable, ideal for the great outdoors. A down jacket’s detachable sleeves make it suitable for different outside temperatures. While ingenious details discreetly underline the functional features of these directional items, as Aigle added in its press release.

For example, a quilted lining can be inserted under a velvet jacket to provide an extra layer of warmth. “The down jackets’ neoprene cuffs, the fleeces’ protective collars and the concealed zips add extra elegance to the garments,” said Aigle.

Overcoats, raincoats and down jackets are the signature articles in this 60-item collection. The palette is mostly monochrome, ranging from black to off-white, glacier blue, chocolate brown, caramel and khaki, while a few items feature a rust-coloured autumn leaves pattern.

In 2022, Aigle recorded a revenue of €251 million, of which €158 million were generated in Asia. Apparel accounted for a 70% share, and direct retail (both monobrand stores and the e-shop) for a 65% share. As of mid-2023, Aigle operated 297 stores in Asia and 74 in Europe.