French Touche was born of a strong societal observation: people still consume too much the way our parents and grandparents did: a lot and with no concern for the environment. And understandably so. In the aftermath of the Second World War, which left its mark on the twentieth century in terms of its violence and scope, France entered a period of euphoria, full employment and economic growth, with little concern for the environment.

The Schengen agreements signed in 1985 and the emergence of China on the international market have intensified the circulation of goods around the world. Faced with this drop in prices due to Chinese labor costs being much lower than in Europe, the French, happy to see their purchasing power increase, put price before quality and ignored the working conditions of the people who made their fridge, TV set or sweatshirt. At the time, this didn't interest many people, let's be honest!

30 years on, things are changing and awareness is (finally) starting to build. First citizens, then companies. Patagonia and Faguo are proof of the emergence of companies with strong values. Like French Touche.

Beyond economic patriotism, the quality obtained by producing our garments in France is superior to that obtained anywhere else. And their ecological impact is much lower. So we've found nothing but good points in producing in good old France (except for the production costs, which sometimes soar, we agree).

Buying a little less and a little better means preserving our planet, because producing a T-shirt consumes on average more than 4,000 liters of water and a packet of gasoline to get it to your mailbox. In comparison, one of our T-shirts consumes 2,000 liters of water and travels 1,207 kilometers, while its Taiwanese cousin consumes 4,200 liters and travels 11,000 kilometers to reach you...

At French Touche, when we tell you that we make Made In France, it's not marketing, it's our convictions.