Stéphane Ashpool, founder of streetwear brand Pigalle, has teamed up with Le Coq Sportif to create apparel for the French Olympic and Paralympic team in Paris 2024, overcoming obstacles and achieving the goal of having most of their apparel made locally.
After nearly two years of collaborative development, Ashpool has unveiled the uniforms he designed for Team France at the 2024 Paris Olympic and Paralympic Games. The apparel, shoes and accessories will equip approximately 560 Olympic athletes, 280 Paralympic athletes and approximately 2,400 coaches and team support staff. A total of approximately 150,000 items will be delivered, 85,000 of which will be used at competitions and 65,000 of which will be worn in the Olympic Village and medal ceremonies. Ashpool and Le Coq Sportif have developed bespoke designs for 40 Olympic and 24 Paralympic sports. Some of the items will also be available for public purchase.
The full range includes a whopping 150,000 pieces, 85,000 of which will be used in competition and a further 65,000 that will be worn in the Olympic Village and medal ceremonies.
A point of pride for Ashpool is that most of his Olympic designs are made locally in France. Although some accessories are assembled in Morocco and Portugal, the vast majority of items are produced at Le Coq Sportif’s Romilly factory on the banks of the Seine. For the first time ever, the French judo team’s Judogi kimonos will be made from fabric woven in France and assembled in France: this must be approved by the sport’s Japanese regulator.
“We are always trying to achieve local production,” he explains, adding: “To achieve this in France and the surrounding areas and to be able to provide equipment and clothing for specific sports, from cycling to fencing, skateboarding to kayaking, etc., It was a huge challenge. I’m very proud that we were able to achieve it.”
Pigalle founder Stéphane Ashpool serves as artistic director of the French uniforms for this year’s Paris Olympic and Paralympic Games
The first thing he did was meet with a large group of the country’s athletes and ask them what their ideal Olympic attire might look like. “They all said the same thing: ‘We want to look stylish, fresh, cool. Yes, we want to look French, but we don’t want to be a walking flag. If we feel we look good, that will Boosting our confidence – which in turn will maximize our performance.'” Ashpool took their advice and turned the French tricolor flag into a partial gradient – “which also reflects the diversity of our country” and added traditional ‘s bright white was adjusted to a more creamy milky white variant.
To respect the unique technical needs and cultural attributes of each sport, Ashpool takes a targeted, case-by-case approach. For sports like skateboarding and breakdancing (new for Paris 2024), he said: “We have a limited number of athletes, so some of the equipment is tailor-made for them.” And for more artistic sports like rhythm Gymnastics and figure skating, Ashpool pays more attention to decoration and appearance design.
To respect the unique technical needs and cultural characteristics of each sport, Ashpool takes an individual approach to each sport.
He added: “What I feel most about this project is that it is an honor to contribute to the experience of French athletes. The self-discipline they have shown and the years they have dedicated to training and improving their performance will all come together in A crucial moment that may only last a few minutes, or even a few seconds. To be able to be part of this moment with Le Coq Sportif is something very special.”
The opening ceremony of the 2024 Paris Olympics will take place on the River Seine on July 26, with French Olympic representatives wearing designs by LVMH brand Berluti. The Olympics will run until August 11.
