ALEX & OLIVIA OF LE CLUB DES DOUZE
It has been some time since I’ve featured a piece for MANday, so to get back on the ball, I want to introduce you to super-cool menswear aficionado Alex Rizos of Le Club Des Douze. Alex first reached out to me over a year ago via Twitter, and since I have been following his blog which is a men’s lifestyle destination focused on curated fashion-apparel inspiration boards, designer & brand interviews, home goods and food. We are both in good company as contributors to Capsule Show’s We Are The Market blog as well.
The site began entirely in French, and with my little knowledge of the the language was able to navigate the mood boards and posts. It has since transitioned to be a completely bilingual site, featuring content in both French and English. I caught up with Alex at a coffee shop in the city to chat about Le Club des Douze and learn the story behind the blog. Read on.
You started Le Club Des Douze in 2012 with your wife, Olivia. Give me a little background on you guys and your interest, and why you decided to start the site?
Let’s start with Olivia. She used to be a lawyer in England, she’s actually from here [United States] but she moved there to study law, but she didn’t love it. At some point she came back here and went to Parson’s because she was interested in fashion, not necessarily fashion design, but working in a more creative, design-related field. She does PR for interior designers and architects, so it is very specific. As far as I’m concerned, I lived here six years ago for one year, then lived in London for a year, where I met her (Olivia). During these stays in both countries I discovered the renewal of independent menswear [brands]. I don’t know if it was because I felt new to it or it was actually a new wave then, between 2009 and now. I discovered a bunch of new brands between here [New York] and in London, and also a lot of menswear blogs that focus on craftsmanship, more independent smaller brands, and I thought that was very interesting. At the time in France, there really was no blog talking about that. So before moving back here, I had a three-month period where I moved back to France to take care of my visa, and I said “let’s launch something in that field.” I started the blog [Le Club Des Douze] and at some point it had an e-commerce portion to it when I launched, then I realized that it was writing that people were looking for.
How important has social media been in connecting you to fashion brands, in addition to building your brand internationally?
It’s crazy how social media can enable you to connect with so many brands, even the smaller ones, and that’s amazing. When I started Le Club Des Douze I feel like most of my followers were on Facebook. There was an interaction, but I didn’t feel that brands would reach out to me there, and it kind of shifted to our biggest following being on Twitter. That’s where our audience is, where you can visit our website from, where you share articles, and where you connect with a lot of brands. Either we reach out to the brands or they discover us, and they want to talk to us. It’s crazy that five years ago, to know about a brand, I would have to read about it on a blog or go to a trade show. Since the beginning, our following grew a lot internationally. Now we have about 40% French followers, about 30% in the UK, and the rest divided between the U.S. and Japan.
SCREENSHOT OF THE WEBSITE
How important do you believe a female influence is for the growth of a menswear-based business?
I think it is very important. I think since she [Olivia] started working with me, she’s added a lot of value in terms of …I don’t know. She just KNOWS when she sees a group of items together, what to add. I need to see things. I need to see the twelve items and then decide if it looks good. She can see three items and already know what the whole section will look like. I don’t know if it’s a feminine thing, but I know that’s the way she thinks. She sees the story behind it all. She has the vision of the guy that’s going to wear the outfit, and each selection is basically one outfit with additional pieces that you can pair and swap out.
What do you foresee in the future of menswear apparel & media?
I think the menswear industry, especially independent menswear …they’re not looking to do something that is “out-there”, these brands are looking to do something that they have seen and that is “heritage” with a twist. Whereas in womenswear, designers create something that is new, and there are menswear designers that do that as well, but that’s not what we are really interested in. The independent brands and designers that we work with are more into heritage and taking something that exists and making it better.
*Photos courtesy of Le Club Des Douze