Q&A with Pierre Boiselle, Sales & Marketing Manager at Edwin Europe
Basement favourites Edwin are back for SS14 with a spot on collection of summertime staples. Rob sat down to talk road trips, red wine, raw selvedge and rare disco with Pierre Boiselle, who heads up the sales and marketing for Edwin in Europe.
Describe your typical working day?
I am very fortunate as I travel a lot and most of the time avoid any routine at work. But if I am at the office, first I would have a coffee and a cigarette, then a quick chat with Rey and the rest of the crew before I turn on my laptop.
Who or what couldn't you live without?
My girlfriend and our 're-worked family'. Being a bit more materialist, a pair of raw ED-80 red listed and a fresh pair of fine shoes.
What do you like most about what you do?
The travels and the huge diversity of people I have the chance to meet on the road. Moreover the people I am working with. They are an extension of my own family: some my mentors, some collaborators, but overall, mostly very good friends.
Who would you most like to see wearing an Edwin design?
I have never thought about this to be honest. I guess Nile Rodgers from Chic and Jean-Paul Belmondo would have been quite cool back in their glory time. People that would inspire the notion of 'style' to other people.
Which project, collection or achievement are you most proud of?
I might be a bit boring here but at the moment what I am the most proud of
with Edwin is the quality that you can get for a decent price. There are tons of amazing products on the market, but to be able to offer a raw selvedge denim using exclusive fabric made in Japan for £130 is, I think, pretty unique.
Tell us a bit about this season's menswear collection.
It's a proper summer collection! A lot of colour, light ounces and bleached denim. A lot of prints to be applied to jersey, shirting but also jackets and bermudas. We are also introducing a new fit to our range - a new skinny called the ED 85.
What has been the most important lesson learned?
Be polite and quiet when necessary... to manage your ego.
Who or what inspires you?
Some 'entrepreneurs' I have around me at work and in my private life. Places such as Antheor in the south of France, Greve in Chianti in Tuscany and Guaiu in Brazil.
What would you like to do in the future?
Keep on going! Do my best to make Edwin an unforgettable denim brand
that can talk to everyone while at the same time respecting our Japanese heritage without compromising on quality.
What is the Edwin team's guilty pleasure?
Cigarettes, red wine and road trips.
We know that you are a massive fan of rare disco music. Which three records never leave your bag?
I am indeed a big fan of disco music but I should not get any honour for this. A dear friend of mine spends most of his free time digging tracks. The rest of the time he drinks vodka and makes me listen to his new finds. So, here is mine and Clement's selection:
1. Herbie Hancock: Stars in Your Eyes
2. Joe Dassin: Le Jardin du Luxembourg (Tee Two Mariani Edit)
3. Gino Soccio: Turn it Around
And finally, your top three Lyon must see/dos...
I love this city a lot so I give you a few more than three:
Food: Go to Les Halles Paul Bocuse, a covered market where you will find all sorts of fine food, from snails to foie gras, but also lots of specialities from Lyon. My favourite place there is called Chez Merle. They specialise in
seafood and serve the best oysters in town.
Drink: Head to Le Voxx. I don 't know if it's a good tip as the servers aren't always polite and the food isn't great, but I spent all my teenage years there so it's a bad habit that keeps my friends and I going back. If you want to enjoy a bottle of rose or a Ricard on a sunny Saturday afternoon we might meet each other.
Club: L'ambassade is a very small club that used to be an old gangster spot back in the 80s. The crowd can be a bit strange sometimes but the music is always great. Manoo the resident dj has made some tracks with Masters at Work in the past which probably explains why!
Shop: Go visit my good friends at Heritage Store. They have great selection of menswear and in the basement of their store there is also a record store called Emile Records! For womenswear Solis is worth a visit.
Stay: If your budget allows stay at La Cours de Loges. It's an amazing place hidden in the historic district of Lyon. A cheaper alternative is The College Hotel nearby.