“A log driver’s sickle?” That is where the Goyard family’s story began. We are standing on Rue Gasset. It’s a street seemingly like any other. But its tale is intertwined with a legacy of luxury. Let’s delve into the history of the Goyard brand. This will reveal how a family of log drivers rose to create an iconic Parisian trunk maker.
In 1853, Françoise Goyard founded Goyard in Paris. However, the story starts earlier with Maison Morel. Maison Morel was a box maker. It was also a trunk maker. In 1845, a young Françoise Goyard became an apprentice. He learned from Louis-Henri Morel. Morel passed on his skills and knowledge to Goyard.
Upon Morel’s death, the house transitioned to Maison Goyard. Françoise Goyard differentiated himself by calling the company Goyard Aîné. This meant Goyard the Elder. When Françoise died, his son Edmond inherited a reputable business. The workshops were located in Bezons. This is a city in the northwestern suburbs of Paris.
Edmond Goyard transformed the store. It became an increasingly elitist luxury brand. His clientele was international. Edmond created the first Goyard advertisements. He participated in World Expositions. He opened four branch stores. Edmond developed the Goyardine canvas. He also launched a pet accessories range. Additionally, he developed products for automobiles.
Robert Goyard, Edmond’s son, continued the family legacy. He ran the business from 1937 to 1979. Robert updated the range of products. He developed a new canvas. In 1965, he patented the woven canvas design. The Chevron pattern remained. But, the overall design was simplified.
In 1998, Jean-Michel Signoles acquired Goyard. He helped with the brand’s international expansion. Also, he maintained its heritage and craftsmanship. The Goyard family originated from Clamecy in Burgundy. The men worked as log drivers. They transported firewood to Paris. The name Goyard comes from the French word “goujard.” This was a sickle-like tool. The Bourguignon people used it to cut thorns.
Edmond Goyard incorporated his family history into the canvas design. The dots on the fabric represent three chevrons. These chevrons form a Y. Y is the central letter in the Goyard name. Edmond signed his canvas like a painter. His name is written in white. The Paris store address is spelled in brown. “Paris” is repeated twice.
Goyard gained celebrity customers over the years. The queens of Yugoslavia and Greece became customers after World War II. The Duke and Duchess of Windsor purchased Goyard goods in 1939. Other high-profile clients included the Grimaldis. Also, the Maharajah of Kapurthala. Celebrities like Madonna and Victoria Beckham have been spotted with Goyard bags.
The Goyardine canvas debuted at the World Exposition in 1900. It remains unchanged today. In 2002, new colors were introduced. The Goyardine canvas is made with hemp, linen, and cotton. Hemp is hydrophobic. Linen is a thermal regulator. Cotton is soft. The manufacturing process involves ground-color application. This is followed by layers of etching colors.
Goyard has supported charitable causes. They have been a supporter of Sidaction. Sidaction raises awareness and funds for AIDS. They also support AVEC. AVEC is an organization fighting cancer. Each Goyard piece is handmade. The trunk maker writes the serial number and initials on the identification tag.
The story of Rue Gasset is not just about a street. It’s about a family’s journey. It is a journey from log drivers to luxury artisans. The Goyard legacy continues to evolve. However, it stays rooted in its rich history. It also stays rooted in its commitment to craftsmanship.