Vilebrequin

Vilebrequin is a French luxury swimwear and resort-wear brand founded in Saint-Tropez in 1971 by photographer and sports-automobile journalist Fred Prysquel and fashion designer Yvette. The brand began with a deliberately unconventional men's swimsuit: a longer boxer-short silhouette inspired by surfers and made from brightly colored spinnaker cloth. At a time when fitted, shorter swim briefs were prevalent, the design established a more relaxed and visually distinctive alternative suited to the informal holiday culture of the French Riviera. The name Vilebrequin is the French word for “crankshaft,” reflecting Prysquel's enthusiasm for automobiles. The brand's early identity connected Saint-Tropez leisure, sports-car culture, bold color and practical design. Prysquel was colorblind, so Yvette selected the colors used in the collections, an unusual creative partnership that became part of the brand's origin story. The product concept developed beyond a single pair of trunks. In 1991, Tropezian textile professional Loïc Berthet took over the brand and introduced additional models and functional details, including a Velcro-secured back pocket, stainless-alloy eyelets and a cotton lining. These changes helped turn the original beach garment into a recognizable product system. In 1994, Vilebrequin added garments for boys, extending its reach to family resort dressing. During the 1990s and 2000s, Vilebrequin expanded internationally through stores and distribution partners. Locations were established in cities including London, Alassio, Paris, Geneva, New York, Hong Kong and Madrid, while the brand developed distribution relationships in more than 50 countries. Its retail presence later included Saint-Tropez, Beverly Hills, Las Vegas, Milan, Monte Carlo, Seoul, New York and Washington, D.C., among other locations. E-commerce operations have included European and United States online shops. G-III Apparel Group acquired Vilebrequin in 2012. Following the acquisition, Roland Herlory, formerly general director of Hermès Latin America and the Caribbean, became chief executive. The change placed the French-origin label within an American apparel group while preserving its Saint-Tropez identity and luxury positioning. In 2013, after more than four decades centered on men's swimwear, Vilebrequin introduced its first women's line and expanded into resort wear and luxury beach accessories for women and men. The brand has also used limited and artistic products to reinforce its premium image. A men's collector swimsuit embroidered with gold thread was released in 2013 in a stated edition of 20 pieces; a related version followed in 2014 with sapphire elements. In 2020, Vilebrequin collaborated with American artist Derrick Adams on a capsule collection of swim shorts inspired by his “Floaters” series. The label continues to operate as an international luxury swimwear and holiday-clothing brand, with men's trunks remaining its best-known product while women's, children's, ready-to-wear and accessory categories broaden its resort-focused offering.

Vilebrequin emerged from the Saint-Tropez beach scene in 1971. Fred Prysquel, a photographer and sports-automobile journalist, sketched a swimsuit on a paper tablecloth in a local café. He wanted a garment influenced by the longer shorts worn by surfers rather than the short, close-fitting swimwear common at the time. The resulting design used spinnaker cloth, a lightweight sail fabric associated with quick drying, and was distinguished by bright colors and a relaxed boxer-short shape. Prysquel's partner and collaborator Yvette, a fashion designer, selected the colors because Prysquel was colorblind. The automobile connection remained visible in the name: “vilebrequin” means crankshaft in French. The original design became a durable brand platform rather than a one-season novelty. In 1991, Loïc Berthet, a fellow Saint-Tropez resident and textile professional, took over the brand and developed additional styles. He added practical construction details to the men's trunks, including a Velcro-fastened rear pocket, stainless-alloy eyelets and a cotton lining. These features complemented the product's visual identity with greater functionality. In 1994, the range expanded into boys' garments. From the 1990s through the 2000s, Vilebrequin pursued international distribution and retail growth. Stores and points of sale appeared in European, North American and Asian locations including London, Alassio, Paris, Geneva, New York, Hong Kong and Madrid. The company also built a partner-distribution network reaching more than 50 countries. Later reported retail locations included Saint-Tropez, Beverly Hills, Las Vegas, Milan, Monte Carlo, Seoul, New York and Washington, D.C. The brand's distribution model combined boutiques, partners and online stores serving Europe and the United States. A major corporate transition occurred in 2012, when G-III Apparel Group acquired Vilebrequin. G-III is an American apparel company with a portfolio of fashion brands and licenses. Roland Herlory, who had previously held a senior Hermès position in Latin America and the Caribbean, became Vilebrequin's chief executive. The acquisition connected the French resort label to a larger international apparel platform while retaining its established luxury and Saint-Tropez associations. Vilebrequin broadened its customer and product base in the following years. In 2013 it introduced a women's line, marking the first major expansion beyond its long-standing men's focus. The brand also added resort wear and luxury beach accessories for both sexes. Limited-edition products supported its premium image: a 2013 men's collector swimsuit was described as having gold-thread embroidery and an edition of 20, while a related 2014 version incorporated sapphire elements. Retail expansion continued in Asia, including openings or activity in South Korea, Thailand and Singapore. The brand later used collaborations to connect swimwear with contemporary art and lifestyle culture. In 2020 it partnered with American artist Derrick Adams on a capsule collection inspired by Adams's “Floaters” series. In 2025, Fiat introduced a Topolino Vilebrequin Collector's Edition, extending the brand into a beach-oriented automotive collaboration that included a built-in shower. Across these stages, Vilebrequin's core proposition remained recognizable: colorful, premium leisure clothing rooted in French Riviera resort culture, with men's swim trunks as its signature category and women's, children's, ready-to-wear and accessory lines providing broader coverage.

• 2025

  Fiat Topolino Vilebrequin Collector's Edition

  [1]Vilebrequinen.wikipedia.org

  Fiat presents a Vilebrequin-themed Topolino edition with beach-focused equipment including a built-in shower.

• 2020

  Derrick Adams capsule collection

  [1]Vilebrequinen.wikipedia.org

  Vilebrequin collaborates with Derrick Adams on swim shorts inspired by the artist's “Floaters” series.

• 2014

  Further Asian expansion

  [1]Vilebrequinen.wikipedia.org

  The brand increases its presence in Asia, including activity in South Korea, Thailand and Singapore.

• 2013

  Women's line and resort wear launch

  [1]Vilebrequinen.wikipedia.org

  Vilebrequin introduces its first women's collection and expands into resort clothing and beach accessories.

• 2012

  Acquisition by G-III Apparel Group

  [1]Vilebrequinen.wikipedia.org

  G-III Apparel Group acquires Vilebrequin, and Roland Herlory becomes chief executive.

• 1994

  Boys' garments are introduced

  [1]Vilebrequinen.wikipedia.org

  The brand extends its swimwear and beachwear offer to children.

• 1991

  Loïc Berthet takes over the brand

  [1]Vilebrequinen.wikipedia.org

  Berthet expands the product range and adds functional details such as a Velcro back pocket, metal eyelets and cotton lining.

• 1971

  Vilebrequin is founded in Saint-Tropez

  [1]Vilebrequinen.wikipedia.org

  Fred Prysquel and Yvette create the brand around a longer, brightly colored men's swimsuit inspired by surfers and made from spinnaker cloth.

A French luxury resort and swimwear brand combining Saint-Tropez leisure culture, colorful design, premium construction and playful patterning.

• Swimwear · 1971

  Men's swim trunks

  Vilebrequin's signature product is the colorful men's swim trunk, originally developed as a longer boxer-short alternative to the shorter fitted swimwear of the early 1970s. The range is associated with distinctive prints, practical construction and premium resort positioning. Documented functional details include a cotton lining, stainless-alloy eyelets and a rear pocket secured with Velcro. Limited and collector versions have included elaborate embroidery and precious-stone detailing.

• Swimwear · 2013

  Women's swimwear

  Introduced in 2013, the women's line extended Vilebrequin's visual language into women's beach and swim collections. It formed part of a wider move from a primarily men's swim-trunk label toward a complete luxury resort wardrobe.

• Children's apparel · 1994

  Children's beachwear

  Vilebrequin added boys' garments in 1994, broadening its original beachwear proposition for family resort use. The children's offer complements the brand's adult swimwear and holiday-clothing ranges.

• Ready-to-wear · 2013

  Resort wear

  Resort wear became a more prominent category after the 2013 expansion. It places the brand's printed, relaxed aesthetic across clothing intended for travel, poolside settings and warm-weather leisure rather than limiting the offer to swim garments.

• Accessories · 2013

  Beach accessories

  The brand's broader resort proposition includes luxury beach accessories for men and women. These products support a lifestyle-oriented retail concept centered on holidays, swimming and the Saint-Tropez-inspired beach environment.

• 2025Fiat Topolino Vilebrequin Collector's Edition

  International

  Fiat and Vilebrequin presented a beach-oriented collector edition of the Topolino microcar. Its equipment included a built-in shower, emphasizing the shared themes of mobility, leisure and seaside travel.

  Outcome. A co-branded collector vehicle was released.

  Source
• 2020Derrick Adams collaboration

  International

  Vilebrequin partnered with American artist Derrick Adams on a capsule collection of swim shorts inspired by his “Floaters” series. The collaboration connected the brand's resort imagery with contemporary art.

  Outcome. A limited artistic capsule collection was released.

  Source

• 2014

  Increase Asian retail coverageStrategy

  Background

  Vilebrequin was pursuing international growth across a network spanning multiple continents.

  Action taken

  The company focused further store expansion on Asian markets, including South Korea, Thailand and Singapore.

  Aftermath

  The brand increased its physical retail footprint in Asia.

  Source

• 2013

  Move from men's swimwear to a broader resort wardrobeStrategy

  Background

  For more than four decades, Vilebrequin's identity had been strongly associated with men's swim trunks.

  Action taken

  The brand launched its first women's line and added resort wear and luxury beach accessories for both men and women.

  Aftermath

  The product scope broadened from a signature men's category into a wider luxury beach and holiday lifestyle offer.

  Source

• 2012

  Acquisition by G-III Apparel GroupM&A

  Background

  Vilebrequin was an established French luxury swimwear label with international retail and distribution activity.

  Action taken

  G-III Apparel Group acquired the brand and appointed Roland Herlory as chief executive.

  Aftermath

  Vilebrequin continued international expansion while operating within a larger American apparel group.

  Source

• 1991

  Expand and functionalize the core swim-trunk designStrategy

  Background

  After Loïc Berthet took over the brand, Vilebrequin needed to develop beyond its original Saint-Tropez swimsuit concept.

  Action taken

  The brand added new models and practical details including a Velcro-secured rear pocket, stainless-alloy eyelets and cotton lining.

  Aftermath

  The changes helped establish the men's trunk as a repeatable signature product rather than a single novelty design.

  Source

1. 1Vilebrequinen.wikipedia.org
2. 2Vilebrequin official websitevilebrequin.com