mum
September 19, 2020

Chipie: The saga of the brand

It is in the popular district of Trivalle, at the foot of the medieval city of Carcassonne that the adventure Sassy begins, for Jean-Michel Signoles. It was 1967, when he was only 17 years old and his idea was to recover second-hand clothes from the United States to sell them later. He sets up his studio in the early seventies, where he creates original models of jeans that will quickly become a great success across the hexagon.

Through its jeans collections, Signoles displays a certain creativity by adding a personal touch every time: an original branded label designed as a personal signature: this label becomes its hallmark.

In the early 80s, Jean-Michel Signoles launches a junior collection before embarking on the shoes, leather goods, luggage, watches, glasses and even perfumes ... It is at this time that the products Sassy cross the borders by exporting around the world: Japan, England ...

The key to the success of Sassy : a a well-defined personality through innovative jeans lines and a targeted clientele, young people, always anxious to be at the forefront of fashion, but also a selective distribution that gives the brand a high-end status. Sassy has also expanded its clientele by addressing young people and juniors as well as a more mature audience ...

In 1999, the group Zannier, the world fashion giant for children, redeems Sassy and then develops the "kids" niche ... The group already owns Catimini, IKKS ...

In the early 2000s, the brand ran out of steam with the public... In 2008, Sassy launches Miss range Sassy which is a variation of the women's collection for little girls who want to dress like their mother ...

Today, Sassy is doing well ... With the acquisition by the Zannier Group, the brand has recovered a healthy and returns each year nearly 40 million euros in turnover.

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