She probably doesn’t know where the city of Saint-Étienne (Loire) is located on a world map. No matter, the American clothing brand Forever 21 has succeeded. In its Los Angeles stores, it offers a collection soberly called “Saint-Étienne”. A real surprise for Saint-Etienne tourists passing through the City of Angels who discovered sweaters, caps and t-shirts bearing the name of their city as soon as they entered the airport gates.
It is no coincidence that the fast fashion brand decided to release a capsule collection branded “Saint-Étienne”. This is because the Franco-American actor Timothée Chalamet, who lives in LA, is an unconditional fan of ASSE. In recent weeks, he has repeated it everywhere on TV sets. During the premiere of the film “Dune” (second part) in Paris, the star even had scarves and caps distributed on the red carpet in the colors of the Greens.
The brand is planted in the colors of the club!
On the Saint-Étienne side, the Forez club hopes to one day invite Timothée Chalamet to the Geoffroy-Guichard stadium and is rubbing its hands at being able to count such a famous supporter in its ranks. The very prominent actor in American cinema has cultivated his passion for the Greens since his earliest childhood. He who spent his vacations in the neighboring department of Haute-Loire, near Chambon-sur-Lignon, where his family owns a house (his grandfather was a pastor in this village), and where we support the ASSE.
Does he know that a ready-to-wear brand uses the name “Saint-Étienne” to sell clothes to its admirers? If it makes people laugh in the Loire, the initiative has nevertheless received a mixed reception. Because if Forever 21 sensed the right move by launching this unique collection, it was on the other hand… wrong on the choice of colors. Blue and red go badly when you support the Greens.
