Stephane Ashpool is a product of his hometown of Pigalle, a small neighborhood in Paris infamous in the past for its red light district and gritty landscape. Embodying the persona of his upbringing combined with a uniquely French culture aesthetic, Ashpool opened up the first Pigalle shop in 2008 on Rue Henry Monnier, offering simple tees, sweats, and hats with the brand logo. “We’re not just a box logo,” states Ashpool. “We’re not just a brand; we’re a movement.” A movement that embraces Ashpool’s humble, yet proud beginnings in the streets of Paris, strengthened by the support of a close-knit group of his personal friends, playfully coined Pain O ChoKolat, which allowed the Pigalle label to transcend the inner-city walls of his hometown neighborhood into a burgeoning international imprint, capturing the attention of street fashion aficionados around the world, including A$AP Rocky as well as industry leader, Nike. Just as the label continues to grow, the Pigalle neighborhood begins to prosper as Ashpool witnesses the changes first hand as the formerly gritty red-lit streets welcome a bevy of new hotels, brunch spots, and boutique retailers. “I did what I dreamed,” says Ashpool. “You can have simple dreams. I never wanted to be Michael Jackson. Just wanted to live this village life, work with my friends, have my family near, be surrounded by kids. I will not move nowhere.” Although changes may be occurring, Ashpool asserts that Pigalle will always have Pigalle. Read the full feature over at The New York Times.
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