If you know a thing or two about luxury fashion, there’s a high-chance that you’ll have heard of Goyard. After all, the label has existed since 1853, with a history that dates back even further, to 1792 to be exact. Founded as a luggage and trunk making company, the brand has grown immensely over the years and is widely-regarded as one of the biggest names in the high-end world. The iconic Goyardine Canvas pattern that we all know and love screams luxury and exclusivity, with tastemakers around the world continuing to choose Goyard products as their go-to accessories.
Here at Crepslocker we’ve long since been Goyard aficionados, so we consider ourselves experts when it comes to the rich history behind the brand. We’ve decided to delve deep into the history books once again and share some of the wealth of knowledge we possess with our loyal customers. So without further ado, read on to find out all you need to know regarding the world’s most-esteemed luxury brand, Goyard.
Maison Martin & Maison Morel
To fully understand the birth of Goyard, we must rewind to 1792 in Paris, France. A young Pierre-François Martin founded Maison Martin, a business specialising in trunk making and bespoke luggage appointments. Well before the likes of Louis Vuitton, Martin and his team were crafting made-to-order luggage pieces for French aristocrats and other wealthy clients. The business remained successful until Pierre-François Martin’s death in 1841. However, this was not to be the demise of the company, as it was renamed Maison Morel, after one of Martin’s employees, who was set to head up the luggage business and continue successfully trading. In 1845, Morel hired a young apprentice named François Goyard, who was to become a master luggage craftsman himself.
House of Goyard
In 1845, Louis-Henri Morel passed away suddenly, thus birthing Maison Goyard. François Goyard continued to grow the legacy that had been started by his predecessors, and was wholly responsible for taking the luggage making business to a whole new level of success. François enjoyed a long and prosperous run at the house, eventually retiring in 1885 and handing over the reins to his son Edmond Goyard.
Edmond Goyard
After Edmond Goyard became the head of the brand, he quickly set to work growing the business further and turning the label into an international sensation. Through hard work and determination, Edmond managed to open three further French boutiques. The first was located in Monte-Carlo, followed by other branches in Biarritz and Bordeaux. Eventually, the brand also opened trade offices in London and New York. Edmond went on to create memorable Goyard collections that included a special collection of pet apparel and even designated products for motor vehicles.
The Birth of the Goyardine Canvas
If there’s one thing that most consumers know Goyard for today, it’s the iconic Goyardine Canvas. Created in 1892 by Edmond Goyard, the pattern has remained unchanged to this day and pays homage to Edmond’s ancestors. The pattern also features the family name and the address of Goyard’s historical Paris outpost. It’s a well-reported fact that Edmond Goyard was the first luggage maker to incorporate his family name into his luggage, a trait that was later taken on by some of the most renowned brands in the world.
Modern-Day Goyard
Goyard remained hugely successful throughout the 1900s, creating bespoke luggage pieces for countless high-profile clients such as Karl Lagerfeld and the Duke and Duchess of Windsor to name but a few. Goyard continued to produce top-tier luggage options and created close relationships with many of its clients, many of whom would share the brand with their inner circles, equally creating further clientele for the brand. In 1998, Jean-Michel Signoles purchased the Maison, once again elevating the label to new heights. He opened retail outposts within Europe, Asia and America, re-establishing Goyard as the go-to brand for luxury luggage.
Of course, Signoles continued to follow the Goyard business model, disregarding modern-day marketing tactics and keeping the elusive profile that the brand has always upheld. The exclusivity of Goyard and the fact that it is scarcely available for purchase keeps demand high and sales even higher.
If you’ve enjoyed reading this guide and would like to purchase some Goyard of your own, be sure to check out our full range right here at Crepslocker, and stay tuned for even more stories from the world of luxury fashion, as well as the latest in streetwear and sneaker drops.