The Rolling Stones have partnered with Vilebrequin, the St. Tropez-based beachwear brand, for a select line of products. Vilebrequin CEO Roland Herlory spoke about the high end collection’s connection to the Stones’ golden era, explaining to Pret-a-Reporter, “In 1971, Vilebrequin was founded in St. Tropez, and in the same year, Mick and Bianca Jagger got married in the city hall of St. Tropez! The whole band was actually in exile on the French Riviera. . . Working with the Rolling Stones is truly a huge opportunity. When their agent proposed that we do something together, we knew we had to take it on.”
Don’t expect to pick up the Stones beach items at your local run of the mill sports shop, The Hollywood Reporter posted that the designs are created from “a slew of images from the band’s iconic discography — with album covers created by artists including Andy Warhol, Robert Frank, and David Bailey — the French brand made a patchwork print that it used on two men’s trunks: the signature Moorea (selling for) $280 and flat-waisted Merise (selling for) $295. The third piece is a black T-shirt (selling for) $135 with the iconic tongue-and-lips logo, rendered in the same print.”
At the recent launch party for the line in L.A., Vilebrequin “gifted” 30 “very limited-edition fishtail longboard skateboards printed with the Rolling Stones’ logo and cover-art graphics.”
The Rolling Stones were among of the first of rock’s upper echelon to take advantage of all the merchandising deals coming their way, making a fortune on their images alongside the windfall their music earned them. Keith Richards shed some light on how the corporate side of the Stones works these days, revealing, that the band’s meetings couldn’t be farther away from sex, drugs, and rock n’ roll: “We meet in meeting rooms (laughs). And it’s also ludicrously formal; a table with a pen and pad — and a couple of lawyers — and then it usually degenerates into, like, a farce.”
The Rolling Stones will next perform on October 7th and 14th at Desert Trip in Indio, California.
Photo Courtesy of Claude Gassian