Our roots
Our story began with the desire to collaborate with craftsmen and craftswomen to develop their know-how into a unique, environmentally-friendly product. It all began in Toulouse, in the heart of the Pays de Cocagne region, where a superb shade of blue, the ancestor of indigo, was developed over 500 years ago. This blue is derived from the woad flower (also known as Waide or Guède) that was the inspiration behind the creation of our brand. The style of our garments is unisex and minimalist, rooted in the world of French and Asian workwear. Comfort and well-being are at the heart of our thinking. We select only 100% natural materials. Most of our products are then dyed using plant-based pigments.
Pastel des teinturiers
Woad is one of the oldest dyes. It was already used by the Celts, who painted their faces blue to frighten the Romans.
Cocagne is the ball of woad leaves that gives this unique blue color, the result of an ancestral dyeing technique.
In France, this dyeing culture and tradition existed as early as the 11th century in the Amiens region.
During the Renaissance, Occitania gave birth to the legendary Pays de Cocagne, and Toulouse established itself at the heart of the European blue trade. However, the arrival of indigo imported from India and the colonies, followed by industrial dyes, definitively destroyed the supremacy of woad.
Artisanal dyeing in Picardy
Estelle has accompanied the development of our dyes. It was her father who, some forty years ago, revived Waide cultivation in the region.
Today, Hélène has taken over. Together, we want to maintain this heritage while expanding our range of plant-based colors.
Garment dyeing
Some of our products are dyed using an artisanal process carried out in Picardie - France. Garments are gently dipped into the vat. It takes around 6 dye baths to achieve the desired tone depth.
Industrial garment dyeing
We have also developed a close partnership with dyehouses based in Tunisia, close to our garment units, which use industrial equipment. This enables us to dye thick fabrics while ensuring a very high dyeing quality.
Natural colors develop a beautiful patina over time. Due to the very nature of plant pigments, variations in nuance can be observed between dye baths. This makes each piece unique.
Natural colors
Dyer's Pastel and Indigo allow us to create a whole range of shades of blue.
For other colors, we use various pigments of plant and mineral origin, such as madder, chamomile, walnut, charcoal, kaolin...
Yarn dyeing
For technical reasons, some of our materials have to be made from yarns that have already been dyed. In this case, it is very rare to be able to use vegetable dyes, but our processes meet the strictest environmental standards. This is the case for our Denim, which is woven and dyed in the Pays de Cocagne in south-west France. Its dyeing is GOTS certified.
Natural materials
We select high-quality natural materials for our products. Most are woven in France and Italy. Linen and hemp are strongly represented in our collections. These are ecological fibers whose irregularities are enhanced by natural dyes.
Manufacturing
Our products are created in France. Our manufacturing policy is to favor proximity in order to limit our carbon footprint. Our partners are based in France, Italy, Portugal and Tunisia.
Maintenance
The more you wash your product, the more its patina will express the beauty of the material and the dye.
Our dyeing techniques enable us to ensure color stability, but it is important to consider that vegetable colors are more sensitive to continuous exposure to light.
Generally speaking, our products can be machine washed and dried, but specific instructions are given for each item.