Founded by Julian O’hayon in 2017, Blvck Paris built an entire lifestyle brand on a single colour, black. The founder ran his own agency before turning a recurring monochrome theme in his work into a business that now spans clothing, leather goods, home objects, a signature Teddy and, in Japan, a patisserie.

Much of that growth has come through licensing. Partners operate stores and handle distribution in markets including Japan, Taiwan, Hong Kong and Macau, while Blvck Paris retains control over design, product quality and how the brand is presented.

Inside Retail spoke with O’hayon, also the creative director, about where his control begins and ends, what Japan and Taiwan have taught him, and why he wants every Blvck store to include a place to eat.

Inside Retail: For readers discovering Blvck Paris for the first time, how would you describe the brand beyond its ‘All Black Everything’ aesthetic?

Julian O’hayon: Blvck Paris is a lifestyle brand built around a very distinct perspective on design. Black is our starting point, but the interest comes from what we do with it: the textures, shapes, details and sometimes unexpected objects we create. There is a balance between minimalism and playfulness, from our clothing to our signature Teddy. We want people to recognise the same creative identity whether they discover us through a hoodie, a home accessory or a store.

IR: You founded Blvck Paris in 2017. What did you see in the market that made you believe there was an opportunity to build a brand around such a focused visual identity?

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