Bluemarble is a young fashion house from Paris that has quickly developed into one of the most talked about names in men’s fashion. Founded in 2019 by Anthony Alvarez, the brand combines surf and skate influences with a touch of early 2000s nostalgia and multicultural flair into a bold, cohesive aesthetic. This fresh mix of playful streetwear and refined tailoring has earned Bluemarble a fast-growing fan base.
Brand history and evolution
Anthony Alvarez founded Bluemarble after a career in finance and an earlier move into streetwear, with a clear vision from day one. The label presented its first show during Paris Fashion Week in early 2022 and immediately received rave reviews. With the support of leading partners including fashion accelerator Tomorrow Ltd., Bluemarble was selected as a semi-finalist for the LVMH Prize. Shortly afterwards, a nomination for the Pierre Bergé Prize at the Andam Awards followed. Despite its modest scale, the brand managed to double its turnover in 2021 and continued to grow after the debut of the autumn/winter 2022 collection. Today, Bluemarble is steadily evolving from an independent label to an established name. Alvarez has the ambition to develop it into a new French heritage brand within men’s fashion.
Key success factors and social media
The brand’s vibrant collections, often with striking prints and youthful campaigns, resonate widely on Instagram and TikTok, where fashion-conscious fans further increase its reach. Bluemarble’s official Instagram account has tens of thousands of followers and is updated regularly. Celebrity support has further boosted the brand’s profile. For example, Latin American superstar Bad Bunny was recently spotted wearing bejeweled Bluemarble pants at a major concert, a moment the brand proudly shared online. As a result, Bluemarble is currently considered ‘one of the most followed labels’ in Paris.
Collections and prices
Bluemarble releases two collections per year – spring/summer and autumn/winter – in line with the international fashion calendar. Each collection offers a wide range of menswear, from graphic T-shirts to tailored outerwear, all connected by the brand’s surf-meets-city vibe. Basic graphic T-shirts cost around €140 on the label’s website, while statement hoodies cost around €320. Intermediate items such as decorated training jackets sell for around 690 euros, and premium jackets have a maximum price of around 1,200 euros. These examples from Bluemarble’s webshop illustrate the balance between exclusive design and accessible prices within the high-end segment of independent labels.
Global reach and presence
In just a few years, Bluemarble has grown from a local newcomer to a label with international allure. The collections are now sold at retailers in almost ten countries in North America, Europe and Asia, including prestigious outlets such as Selfridges (United Kingdom), SSENSE (Canada) and Isetan Mens (Japan). The brand’s own e-commerce site also ships worldwide, underscoring the international demand from fashion lovers. Bluemarble has “built a following that spans continents.” The target group is equally diverse: fashion-conscious young people and trend-oriented consumers from Paris to Los Angeles and Tokyo who embrace Bluemarble’s relaxed style mix.
Future perspective
Looking ahead, Bluemarble’s course appears to be clearly upward. Alvarez continues to expand the brand’s creative horizons by adding new product categories and even introducing a “secret shopping experience” by appointment in Paris for its most dedicated customers.
The label’s emphasis on diversity and youthful optimism positions it well to appeal to the next generation of luxury buyers. Fashion observers note that Bluemarble’s distinctive vision and creative energy have placed the brand in an exceptional spotlight for such a young player. With plans to further strengthen its global presence and continued strong social media presence, Bluemarble is poised to ride the wave of its early success and grow into an enduring force in the fashion industry.
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