485:; the success was immediate. Underwear for children, the white Petit Bateau T-shirt became an outer garment, a new fashion icon worn by adults. Fuelling the phenomenon, the brand sent T-shirts to fashion editors, produced the model in adult sizes and launched its range of coloured T-shirts in 1996, to offer less " babyish " colours, such as black. Sales of T-shirts increased tenfold over the next three years and Petit Bateau made its entrance into the adult clothing department at Printemps Haussmann in 1999.
523:, changed the face of advertising for children. The public discovered in these commercials the slogan "What's the use of having clothes if you can't do anything in them?" and the rallying cry "Petit Bateau! ". The playfulness, spontaneity and cheerful tone of the campaign captivated people and the brand's popularity rose, supported by the new notoriety of the Petit Bateau T-shirt.
558:
In 2017 Petit Bateau released a new advertising film directed by Luis
Cervero. The spectator followed the day of a Petit Bateau Breton stripe sweatshirt subjected to the test of children. In this advertisement, the sweatshirt accompanies the daily life of children. The commercial retains the spirit
453:
coats, Petit Bateau's yellow waxed raincoat was created in the summer of 1996. The brand now uses this element of the seafaring wardrobe in each of its collections. It revisits it with new colours and new forms, and has singled out this product of its range by using pinstripe cotton for its lining.
291:
suit, and success was immediate. The child's T-shirt she wore was then made available in adult sizes. T-shirt sales increased tenfold over the next three years. In 1994 Petit Bateau put on a fashion show. The designers seized on the child's white T-shirt and made it a fashion phenomenon. This event
526:
In 2004 Petit Bateau addressed itself to adults by evoking the gentleness of the world of childhood with the slogan "For adults too". Four years later, BETC created the "Les Mois" (“The Months”) campaign for Petit Bateau with the aim of reconquering the adult market; "The weight of adults in brand
437:
The Petit Bateau collections are composed of certain permanent features season after season. From collection to collection, the brand's inventions are present (panties, pinstripe cotton, terry velours), but also garments that have become iconic. The Breton “marinière” striped top, the T-shirt, the
755:
1. In 2015, the French fashion designer and artist Jean-Charles de
Castelbajac signed a capsule collection for Petit Bateau, inspired by his memories of holidays in Brittany. It featured a Breton stripe sweatshirt with patent-leather shoulders, a waxed raincoat slit on both sides for bike riding,
719:
after a visit to the workshops of the historic site of the Troyes factory in April 2017, if they had not made the decision to move a portion of their production to North Africa, Petit Bateau would no longer exist in Troyes. Regarding the remaining 15%, Petit Bateau collaborates with manufacturers
546:
commercial marked the international turning point of Petit Bateau. Created by BETC and directed by
Patrick Daughters, it staged children in a secret factory that follows a fanciful production process, as if taken from a child's imagination. This film unveiled a complex process of fabrication and
676:
of deceiving the consumer. According to
Fabienne Maleysson, the company is a "past master" in the art of making customers believe that their products are made in France, more particularly in Troyes. She estimates in her article that only 20% of the production is made in France and 80% in North
324:
Until the early 1900s, children and adults wore long woollen underpants, uncomfortable and unhygienic. Étienne Valton, son of the company's founder Pierre Valton and father of 13 children, listening to the nursery rhyme “Maman les p'tits bateaux” ("Mummy, do the little boats on the water have
192:
is a French brand of clothing and underwear for children founded in 1920, but whose origins date back to 1893, in Troyes. Integrated into the Rocher Group since 1988, Petit Bateau is a children's brand that became trans-generational in the 2000s thanks to the launch of the adult collection.
659:
activities for children aged 5 to 10 which make children aware of contemporary art by making them actors of creation themselves. Experimentation, imagination, recreation: a fun way to familiarize children with contemporary art. As part of this partnership, Petit Bateau also produces
684:
On the occasion of its 120th anniversary, Petit Bateau produced an urban photographic journey directed by Stéphane Remael, consisting of 42 images paying tribute to the workers of the company who, according to
Patrick Pergament, CEO of the company, "perpetuate French know-how".
488:
Today, sales of the Petit Bateau T-shirt amount to four million a year. While the children's size range has been maintained to keep the house spirit, it has been extended to age 18 to dress adults as well. Since the 2000s collections have been developed specifically for adults.
510:
Beatrice Mallet, represented the company with humour for thirty years. Her plump and mischievous look anchored the brand historically in playful and light-hearted advertising. The brand has always put the energy, creativity and freedom of children at the heart of its message.
372:, designed for ease and practicality. The Valton family devised a new way of putting on children's clothes: over the head, thanks to a more oval neckline. In 1980 the Valton family continued to revisit the traditional bodysuit for babies by creating the first model with
306:
with century-old expertise and international influence. Present in Europe, Japan, China, the Middle East, Russia and the United States, its products are sold in nearly 400 Petit Bateau shops, 4,300 partner stores and also on its e-commerce website launched in 2006.
244:
for the name of this new underwear, and he registered it as his trademark. The Petit Bateau brand was thus registered in 1920 by the Valton-Quinquarlet company, and was symbolized at that time by the drawing of a little girl nicknamed
Marinette. At the
677:
Africa. This publication is criticized by Jean-Pierre
Lambour, secretary of the works council; the union delegate stresses the fact that the company still employs 1,100 people in the Aube and 2,000 in France while the majority of companies in the
445:
The Breton striped top made its appearance in the Petit Bateau collections during the 1995 spring-summer season. Since then, the brand has made it evolve each season in its cuts (round or admiral neckline, or
American armholes) and its colours.
739:. Called “Faites passer les Petit Bateau”(Pass on the “Petit Bateau”) the webspace of this Petit Bateau application puts sellers and buyers of the brand's used clothing – which is deemed almost indestructible - in contact free of charge.
410:
of the brand appeared. This completely new two-thread knitting required special knitting machines to create a thousand metres per kilogram. It is recognizable by the delicacy of its pattern, associated with the world of childhood.
329:
were born. For greater convenience, the buttons were replaced by an elastic band at the waist and thighs. Offering children greater ease and freedom of movement, this creation represented a major shift for the family business.
1669:
343:
Today 3.5 million pairs of Petit Bateau cotton panties, the iconic product of the brand, requiring 2,520 metres of pure cotton yarn and a natural rubber elastic, are sold a year and they are worn by celebrities like
310:
All the collections are devised by the style teams located in Paris. In Troyes, in the historic Saint-Joseph factory, the designers bring them to life. Then comes the production of samples made by a dedicated team.
642:
or the emblematic authors of L'École des loisirs (Claude Ponti, Tomi
Ungerer, Mario Ramos, Dorothée de Monfreid and Iris Moüy) have each in their turn stamped their style on T-shirts, panties and bodysuits.
555:" in English, which was a series of brightly colourful compositions. This campaign showed children dressing up in not very scary cardboard masks and taking over the city to live fantastic adventures.
237:. For greater convenience, he replaced the buttons by an elastic band at the waist and the thighs. However, the brand used the term "panties", which referred more to women's or children's underwear.
720:
with expertise complementary to that of the brand. Thus, products such as raincoats or trousers are produced by about thirty external suppliers, installed in particular in
Eastern Europe and Asia.
519:
Since the early 1990s Petit Bateau has worked with the BETC agency in the construction of its advertising campaigns. In 1994 the campaign "Don't do this, don't do that", punctuated by the song of
614:
have created capsule collections, revisiting classic pieces in their own way. Sometimes, it is Petit Bateau which revisits the iconic pieces of other brands, as in its collaboration with K-way.
527:
communication makes it impossible to talk only about children," said Muriel Fagnoni, vice-president of the agency. The slogan became "Forever" and the age of the adults was expressed in months.
337:
849:
340:. They gradually became more accessible and became part of the everyday life of women, emancipating them from the thick woollen undergarments worn in the nineteenth century.
1844:
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The picot stitch forms a free mini-loop, while the cocotte stitch is composed of tight stitches made by a procedure specifically invented by Petit Bateau in the 1960s.
1791:
631:
530:
In 2013 a new campaign by BETC, continuing the theme of "The Months", stressed the trans-generational dimension of Petit Bateau with the voluntarily incorrect
1541:
1894:
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videos in which artists present their work to children in a pedagogic way and invite them to create, at home, a unique creation influenced by their work.
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and cotton fabric that combined the properties of both materials, softness and warmth, designed to protect children from their outside environment.
1816:
1744:
1023:
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1986:
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565:. A follower of popular melodies since its creation, its own name being inspired by the famous nursery rhyme “Maman les p'tits bateaux” (“
1694:
857:
1566:
1297:
333:Étienne Valton was also inspired by this nursery rhyme for the brand's name, and he registered the trademark "Petit Bateau" in 1920.
1178:
542:
In 2015 Petit Bateau launched an advertising campaign based on the quality aspect of its products and the spontaneity of childhood.
1618:
925:
1051:
534:: "Never old forever", and used photographs based on energy and spontaneity: the models skip, stick out their tongues, or dance.
264:
bid. The Rocher Group also includes Yves Rocher, Stanhome, Pierre Ricaud, Daniel Jouvance, Kiotis, ID Parfums, Flomar and Sabon.
1991:
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950:
1981:
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731:, from which plastic has been banned. Petit Bateau is committed to a sustainable approach in 2017, by developing
1212:
974:
364:, who could put on their underwear without taking off their helmets, that Petit Bateau invented its first baby
1239:
559:
of the brand through a sequence of 72 shots in one minute, punctuated by the title line of Plastic Bertrand's
1129:
225:, capital of the French textile industry in the nineteenth century, at that time the Saint-Joseph factory in
1104:
876:
1919:
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in Paris. In 2013 Gildas Loaëc and Masaya Kuroki were named artistic directors of the adult collections.
794:
256:
In the late 1980s the company was on the verge of filing for bankruptcy; it was acquired in 1988 by the
999:
325:
legs?”), had the idea of cutting off the legs of the long underpants of the time. The famous washable
1348:
414:
In 1990 the warmth of wool yarn was added to the softness of cotton when Petit Bateau created a new
627:
901:
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from various horizons, from contemporary children's literature to the alternative culture of the
426:
The picot stitch and cocotte stitch are part of the identity finishes of the Petit Bateau brand.
776:
611:
349:
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Terry velours was born in 1960 in the Petit Bateau workshops. It is mainly used for children's
442:
are some of the essentials that the brand renews each season for children as well as adults.
257:
246:
161:
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561:
506:, which it has done since 1920. Marinette, an imaginary character designed by the English
8:
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closure between the legs to further facilitate the dressing and movement of toddlers.
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205:
Pierre Valton opened, in a 3,700 m workshop, the Valton-Quinquarlet & Sons
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478:
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280:
50:
461:, born 120 years ago in Troyes, initially in wool, then in premium cotton. In the
673:
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manufactured the entire production. In 1918 Étienne, the founder's son, invented
1542:"Collaboration : quand Petit Bateau accueille à son bord la maison Kitsuné"
639:
336:
In 1937 the Petit Bateau panties received the "Grand Prix of Innovation" at the
724:
474:
369:
276:
249:, the company won the "Grand Prix de l'innovation" but it was really after the
202:
40:
715:
and in the partner production plants in Morocco and Tunisia. As underlined by
1975:
1222:
1469:
795:"La bonneterie : l'Aube, capitale de la maille - DĂ©partement de l'Aube"
635:
458:
303:
292:
marked the entrance of the brand into the ready-to-wear market for adults.
250:
210:
1895:"Vidéo - François Hollande visite l'usine de Petit Bateau ce jeudi matin"
623:
507:
503:
407:
345:
233:
without legs and buttons and replaced the rough wool by white unbleached
622:
Beyond the world of fashion, Petit Bateau establishes partnerships with
1077:"Visite privée dans les coulisses de la collection été de Petit Bateau"
704:
646:
586:
Petit Bateau collaborates with many fashion brands. Guillaume Henry of
466:
400:
373:
268:
230:
214:
26:
1845:"Petit Bateau cherche Ă multiplier les partenariats Ă l'international"
1670:"Petit Bateau x Keith Haring, la collection pop pour petits et grands"
1619:"K-Way x Petit Bateau : quand l'imper fusionne avec la marinière"
603:
732:
712:
655:
in its approach to young audiences. Petit Bateau is a sponsor of the
132:
1024:"Petit Bateau : 91 ans au service des petits comme des grands"
689:
450:
439:
403:
items, has a soft feel and offers a high level of wearing comfort.
365:
1966:
1961:
1956:
708:
697:
678:
569:, the brand strengthened its musical identity in 2017 by reusing
396:
385:
326:
284:
206:
127:
1949:
1272:"Petit Bateau : 1 440 mois et vogue le succès - Stratégies"
1870:"Soldes : que cache l'Ă©tiquette de votre tee-shirt ?"
711:, panties or T-shirts) are made in the Petit Bateau factory in
693:
587:
531:
482:
288:
234:
226:
181:
93:
87:
1720:"Collection capsule : Petit Bateau + L'Ă©cole des loisirs"
696:, the remaining 55% being done in the Petit Bateau factory in
253:
that the company developed and diversified its product range.
777:
http://www.tendances-de-mode.com/2010/05/19/1756-petit-bateau
360:
It was by observing the special armholes of T-shirts worn by
1792:"Pour ses 120 ans, Petit Bateau rend hommage Ă ses ouvriers"
692:
and dyeing is done in the Petit Bateau St Joseph factory in
395:
Terry cloth bouclette, also mainly used by Petit Bateau for
1495:"Cédric Charlier revisite la marinière Petit Bateau - Elle"
567:
Mummy do the little boats that go on the water have legs?”)
415:
222:
218:
926:"Comment Petit Bateau s'est inspiré des G.I.'s américains"
1745:"Les tutos vidéos des ateliers Tok-Tok avec Petit Bateau"
1593:"Petit Bateau donne carte blanche à Inès de la Fressange"
1517:"Christian Lacroix emmène Petit Bateau à l'Opéra Garnier"
1567:"Jean-Charles de Castelbajac embarque pour Petit Bateau"
295:
In 2000 Petit Bateau opened its flagship store on the
1179:"Mode. Quand le pĂŞcheur breton envahit les dressings"
481:
walk the catwalk in a Petit Bateau T-shirt under his
756:
stripes, nautical designs, and poster paint colours.
647:
Patronage of the Palais de Tokyo's Tok Tok workshops
902:"Petit Bateau (Marque de mode) - Tendances de Mode"
651:Since February 2017 Petit Bateau has supported the
1296:Ruaud, Sabine; Boulocher, VĂ©ronique (2017-02-26).
438:vest top, the panties, the waxed raincoat and the
173:Nearly 4,000 employees, of which 1,100 in the Aube
1771:"Made in France – Une marque nous mène en bateau"
1695:"Les gribouillis de Petit Bateau et Hervé Tullet"
1299:Analyse de marché: De la définition au diagnostic
547:stress tests. In March 2016 the brand launched a
242:Maman les p'tits bateaux (Mummy the little boats)
1973:
1644:"Petit Bateau la joue naturaliste avec Deyrolle"
825:"Petit Bateau: the boat that rocked - Telegraph"
502:Petit Bateau was one of the first brands to use
1419:"Carven en eaux chics avec Petit Bateau - Gala"
1393:"Petit Bateau se met Ă la musique avec Spotify"
997:
975:"Petit Bateau vogue sur les codes de l'enfance"
302:Today, Petit Bateau is a brand of clothing and
260:, formerly the Yves Rocher Group, which beat a
1372:
1324:"Petit Bateau: For Serious Kids by BETC Paris"
1295:
1130:"Success story : la culotte Petit Bateau"
267:In the middle of the 1990s, in the midst of a
1839:
1837:
779:« Petit Bateau », by Lise Huret on
783:, May 19, 2010 (consulted October 27, 2014).
703:As for the manufacture, 85% of the clothes (
314:
1920:"Petit Bateau lance son appli de recyclage"
1445:"Tsumori Chisato et Petit Bateau, saison 2"
457:The Petit Bateau T-shirt was originally an
1834:
1202:
1105:"Petit Bateau : et vogue la légende…"
1052:"Petit Bateau a des jambes et marche bien"
847:
727:of the house also has an influence on the
1616:
1514:
1375:"Petit Bateau revient en mode crash test"
930:RTL Radio, Émission "Il était une marque"
848:Fauconnier, Virginie (15 February 2013).
667:
537:
432:
240:Valton was inspired by the nursery rhyme
1817:"Petit Bateau fĂŞte ses 120 ans Ă Troyes"
1974:
850:"Petit Bateau rhabille les 18-108 ans"
1967:United Arab Emirates (UAE) AR Website
1962:United Arab Emirates (UAE) EN Website
1590:
1266:
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1234:
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1155:"Petit Bateau réinvente la marinière"
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319:
1987:French companies established in 1920
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672:The company has been accused by the
283:walk the catwalk in a Petit Bateau
13:
1667:
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1257:
1229:
1094:
1041:
581:
497:
247:1937 Universal Exhibition in Paris
14:
2003:
1941:
1416:
1373:MĂ©lanie Roosen (28 August 2017).
1203:Catherine., Ormen-Corpet (2000).
1000:"Et vogue le Petit Bateau !"
961:
864:
812:
792:
735:between individuals based on the
576:
973:Conso, L. S. A. (5 April 2012).
514:
1912:
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1591:Assor, Constance (2016-08-29).
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998:Sandie Meusnier (11 May 2007).
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399:or for bathing accessories and
355:
943:
918:
894:
856:(21286): 80–81. Archived from
841:
786:
770:
492:
275:became a “fashionable” brand:
209:factory, which specialized in
1:
1992:1988 mergers and acquisitions
1240:"Petit Bateau mène sa marque"
763:
338:Universal Exhibition of Paris
1349:"Le tourbillon Petit Bateau"
473:became a fashionable brand:
379:
62:; 104 years ago
7:
1957:United Kingdom (UK) Website
1851:(in French). 4 October 2012
608:Jean-Charles de Castelbajac
551:campaign with the slogan "
421:
10:
2008:
573:'s song released in 1978.
196:
1982:Clothing brands of France
906:www.tendances-de-mode.com
315:Petit Bateau's inventions
177:
167:
157:
149:
141:
120:
110:
100:
82:
74:
56:
46:
36:
24:
1798:(in French). 15 May 2013
1617:Grazia.fr (2015-07-24).
1515:Grazia.fr (2013-09-19).
742:
1876:(in French). 2014-01-08
1497:(in French). 2014-09-04
1278:(in French). 2013-09-05
877:"Elle porte la culotte"
829:fashion.telegraph.co.uk
451:fishermen's oiled cloth
406:In 1970 the emblematic
116:Patrick Pergament (CEO)
1302:(in French). Vuibert.
1205:Modes XIXe-XXe siècles
1183:jactiv.ouest-france.fr
668:Production and quality
538:Becoming international
433:The Petit Bateau Icons
781:tendances-de-mode.com
630:. Thus, the house of
388:for its qualities of
221:. Established in the
16:French clothing brand
725:sustainable approach
681:sector have closed.
612:Inès de la Fressange
465:, in the midst of a
350:Inès de La Fressange
182:www.petit-bateau.com
153:€265 million in 2008
957:. 14 February 2017.
169:Number of employees
162:Yves Rocher Company
21:
1650:. 24 February 2017
1648:FashionNetwork.com
1058:. 27 December 2012
618:Guest illustrators
390:thermal insulation
320:The little panties
19:
1443:Trochu, Eugénie.
1355:. 5 November 2015
717:François Hollande
700:created in 1989.
600:Christian Lacroix
562:Ça plane pour moi
362:American soldiers
187:
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1950:Official website
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1207:. Paris: Hazan.
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1030:. 15 August 2011
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932:. 14 August 2015
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737:circular economy
594:, Didier Ludot,
553:For serious kids
544:The Mini Factory
479:Claudia Schiffer
408:pinstripe cotton
281:Claudia Schiffer
251:Second World War
213:, especially in
70:
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63:
22:
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