While it’s common for fashion brands to be loud and ever present on social sites, in the news, and with plenty of advertisements, French fashion house Goyard keeps a more understated profile. Founded as a maker of trunks in Paris, the brand has been around well before Louis Vuitton. However, unlike Louis Vuitton, Goyard does not do product launches or fashion week parties. We’ve decided to dive in and uncover some of the mystery around this elusive brand.
The Early Days
Goyard is the oldest leather goods producer still in business. Founded in 1792 by Pierre-François Martin, the “box-making, trunk-making, and packing” brand Maison Martin became a staple in Parisian travel. Mostly known for packing customers' fragile and delicate items, they also offered luggage and carriage trunks for sale in-store. The brand became a much-loved facet of the French aristocracy, even earning the honor of being the royal purveyor to the Duchess of Berry, Her Royal Highness Marie-Caroline of Bourbon-Siciles.
Since its founding, Goyard has undergone several ownership and name transitions. Pierre-François Martin was in charge of the care of a young girl named Pauline, whom he married off to one of his shop employees, Louis-Henri Morel. In the arrangement, Maison Martin's ownership was transferred to Morel. Both men worked side by side in the shop, and credit was always given to Martin as the store's founder. Morel often referred to himself as the “successor of Maison Martin.”
In 1845, Martin and Morel took on a 17-year-old boy named François Goyard as an apprentice. Eight years later, with the sudden death of Louis-Henri Morel, Goyard took control of the company. Changing the name to Maison Goyard, he and his son Edmond would create an internationally recognized and beloved brand frequented by the likes of royalty, presidents, artists, actors, and other fashion moguls.
Some Interesting Facts
- Goyardine, the brand's well-known patterned canvas, is an homage to the Goyard family. The Goyard heritage lies in logging and tree felling. Edmond Goyard, son of Francois, designed the pattern in 1892. The interconnected “Y” pattern not only represents the letter central in the family name but also is meant to evoke the log drives his family used to run.
For decades, the dotted Goyardine pattern was hand-painted on every item sold by the house. The pattern is now, of course, created by machine. The pattern was also featured in only one colorway for 110 years until, in 2002, the brand introduced twelve new colors to add personalization and options for their ever-growing market. - The brand is one of the only fashion houses that can only be purchased new in-store. While you can view their selections and customization options online, you must buy each item in one of 35 stores worldwide. This policy aims to prevent their bags from becoming too mainstream, further cultivating their desirability and mystery.
But what if you don’t live near one of the six US stores? Although new Goyard bags must be collected in person, the Goyard bag resale market can be reached online. If you are looking for a luxury pre-owned designer handbag from one of the most elusive brands in the world, The Purse Ladies offers an extensive selection of gently used designer purses, including Goyard. - In 1891, Goyard's letterhead included three seals of approval from major global powers: the British royal family's coat of arms, the Imperial Russian family's coat of arms, and the Presidential seal of approval from the United States. Simply put, Goyard has such a history of excellence that prestigious families publicly affirm their love of the brand.
- The name of every Goyard customer in the 19th and 20th centuries can be found in a filing cabinet with the company. Goyard kept the names and orders of every client they worked with over those two centuries. Customers include the late Karl Lagerfeld and members of the English royal family.
- Goyard published a complete history of the brand, known in the fashion industry as the Luxury Bible. To go with their elusivity, the book is only available in a physical copy, and only 233 were printed. You may be thinking, “why 233?” The number 233 is a call back to the brand's headquarters, addressed at 233 rue Saint-Honoré in Paris. While a few copies are still available, they can only be seen by appointment at their Paris storefront.
From exclusive in-store-only purchasing to hand-painted personalizations, Goyard is geared toward quality and customer satisfaction. The brand prides itself on having an exclusive and loyal customer base.
Anyone who has held a Goyard bag can feel the attention to detail and the quality of craftsmanship. Goyard is one of the most sought-after brands by celebrities, royalty, and high-ranking families all around the world. Purchasing a Goyard bag resale is one of the best ways to get your hands on a piece of fashion history.