Bleu de Paname a été lancée en 2009 comme une marque « secrète », à l’initiative de Christophe Lépine, alors intégré au siège parisien de Nike, et Thomas Giorgetti, acteur de la presse mode.

Thomas Giorgetti

Paint it blue

A child of the south suburbs of Paris where he met a young Christophe Lépine, with whom he would go on to create Bleu de Paname in 2009, Thomas Giorgetti entered the world of graffiti as a teenager, opening himself to an art and lifestyle which gave him a 360-degree approach to life.

Thomas’ school education was mostly creative, capped with a Master’s Degree in graphic arts. At the same time, he kept his passion for illegal painting alive by bombing everywhere he could, from the Paris area to Europe in a “100% dopamine and adrenaline-based” fast life. In 2002, he was arrested during a massive bust coordinated by the Parisian equivalent to NY’s “Vandal Squad”, a sort of railway police specialized in vandalism. Placed under judicial supervision, Thomas was forced to cool things down a little without actually stopping his regular outings in the French capital as “the most Parisian of all Suburbanites”. A man on top of the latest musical and clothing trends, immersed in skateboarding, basketball and hip-hop, he was obviously also a major sneakerhead, so much so in fact, that it became one of his specialties.

Still under judicial scrutiny, Thomas had to find a way to live his passion for graffiti in a more legal manner, in particular by writing about it for Radikal magazine, a reference in hip-hop press back then, and by starting his own fanzine, “Guerilla Urbaine”, which he printed at the French Communist League’s HQ (a first collaboration with French workers, whose workwear he would later take great pleasure in updating). While working at Radikal, he also dabbled in art direction, and the sneaker enthusiast in him had the idea of launching a magazine essentially dedicated to sneakers called “Lil’ Tyler”. “A hybrid magazine” which Thomas designed from cover to cover under Radikal’s helm, and for which he was the editor-in-chief for three issues. He was also a regular collaborator of Clark, Zurban or l’Officiel magazine.

Experience in the field. From his media vantage point, Thomas Giorgetti kept a keen eye on the bridges some were attempting to build between the fashion and sneaker industries (and the early days of streetwear as a whole).

A difficult endeavour as fashion entrepreneurs were finding it complicated to get in touch with sneakerheads. Thomas ended up being the best placed to help them do so. As a freelancer, he started consulting for various brands, developed media and non-media design and art direction services and learned the basics of fashion design.

A jack-of-all-trades, just like his friend Christophe Lépine, Thomas gained his experience in the field, his cultural, visual and clothing background as fuel to keep moving forward. A Nike ambassador from 2003 to 2007, Thomas contributed to Thibault de Longeville’s essential sneakerhead documentary “Just For Kicks”, the premiere of which, in a theatre on the Parisian Grands Boulevards, would represent a key moment for him as well as many other “Sneakers Addicts” (a term Thomas has trademarked). He was also the co-founder of the ADN SNKR Lab shop, for which the opening brought together the elite of the French hip-hop scene. With his proven track record, Thomas was regularly called upon by sneaker brands, in particular regarding “Creative briefs” for Adidas, Puma or even Asics…. With the HEAVEN consulting agency, Thomas would develop Nike’s first brand blog, “The Daily SNKR”, a project rewarded with the CB News prize in 2004.

Thomas Giorgetti burrowed deeper into the media industry by collaborating with SPRAY magazine in 2007, only to become its Editor-in-Chief under the incentive of the sorely missed founder of the Brotherhood publishing company, Bruno Débauché. At the very heart of the textile trends and market, Thomas dreamt of a “generic but cool” clothing brand. 5 years after leaving his old life behind to build Bleu de Paname from scratch with his friend Christophe Lépine, the 100% made-in-France Parisian label has grown from this simple dream into a full-fledged major player in the Parisian menswear scene.

Thomas Giorgetti is the CEO, co-founder and artistic director of Bleu de Paname.