Established on Place Saint-Augustin since 1895, the historic Berteil boutique was the meeting place for elegant Parisians. Under the leadership of Vianney Houette, who took over the brand in 2016, Maison Berteil moved to a magnificent boutique a stone's throw from Place de la Madeleine, with the same motto as always: colour, colour, colour. Timeless elegance that is 100% #SoBARNES.
PARIS - As an entrepreneur and lover of beautiful materials, Vianney Houette found in Berteil a brand with an extraordinary history, whose values make no concessions in terms of quality and know-how. He took up the challenge of modernising and reviving it, while respecting its heritage.
The story begins in 1840 with the Parisian hatter Alfred Berteil. Supplier to the President of the Republic, the diplomatic corps and the foreign courts, he was also the first to manufacture ‘bowler hats’ and ‘top hats’ in his workshops on Rue du Temple. Incidentally, Giuseppe Borsalino trained there as a young apprentice before becoming a hat-making legend. For almost two centuries, Berteil has been synonymous with timeless elegance, and now as in the past, the House has discreetly enjoyed the patronage of royal families and politicians, generation after generation.
The strength of iconic pieces
Even today, the history of Berteil remains intimately linked to its jackets, waistcoats and suits which have journeyed through eras and fashions without a wrinkle. Its pieces are reinvented as the eras and seasons change, yet remain emblematic of the brand and are now available in a palette of colours as vast as it is extraordinary.
Among the brand's iconic pieces is the Timber jacket, inspired by the jackets of the American forest guards of the 1950s, which is characterised by its large collar, its 4 flap pockets and its back pocket. Not to mention the Mountbatten, inspired by the Timber and the classic Austrian jacket but in its own distinctive style with its contrasted officer collar, its piped breast pocket and its two main pockets with button-down flaps. Or the Alexander, which comes in no less than 24 trim colours.
The waistcoat has always been part of the wardrobe of elegant men. New generations have adopted this garment and wear it in a more casual style. Because the waistcoat is no longer confined to being part of the 3-piece suit, it is evolving. Accordingly, Berteil offers the widest choice, from the most classic, Austrian or tailor-made waistcoat, to the quirkiest, in a seemingly endless palette of colours and materials. They are made to order and are fully customisable, with more than 1,000 different combinations for the "Austrian" waistcoat, for example. Berteil has succeeded in diverting this timeless piece from its original function, transforming it into a menswear garment that is elegant, sporty, trendy, and offbeat. It can also easily be worn over a T-shirt or a shirt, under a jacket or a trench coat, etc. In the office, on a motorbike, in the evening it lends a dash of modernity and even eccentricity when incorporating unexpected fabrics, like Jouy print. And so it has come to lend a touch of panache that only ties, pocket squares or cravats could previously impart.
Made-to-measure and "Parisian measure"
The renewal of the brand would not have been possible without the made-to-measure revival and exceptionally high-quality alterations. Mesure Parisienne®, a trademark registered by Berteil, meets this requirement: it's all about refitting on each person, a process that goes far beyond mere alteration, and is another sign of the brand's continued commitment to excellence. Likewise, the House is one of the few to offer the 5-piece suit, with a hunting jacket and knickerbockers, considered the holy grail by many hunters.
Colour is intrinsic to Berteil, both for hunting and after the hunt: “Most animals don't see colours, they see contrast”, explains Vianney Houette. “Tradition has it that we dress in green and brown to blend in with nature, but more and more hunters are daring to order colourful tweed suits, particularly in blue”. In large measure, the items offered season after season are also created by customer request!
What all Berteil men have in common, whether or not they are hunters, is that they are passionate about the heritage and the values conveyed by brands that confirm who they are. Like Berteil, they don't merely follow dictates of fashion. They break free from them. And at #SoBARNES, that's something we love.
Boutique Berteil Madeleine : 6, boulevard Malesherbes, 75008 Paris
Monday to saturday, 10:30 AM to 6:45 PM
Tél: +33 (0)1 42 65 28 52 - [email protected] / Berteil.com
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