In a bold move against the tide of ultra-cheap fast fashion, French underwear brand Le Slip Français has made its stock market debut in Paris. The company, founded in 2011 by entrepreneur Guillaume Gibault is betting that consumers will pay a premium for clothing made in France, despite competition from giants like Shein and Temu.
The apparel company, which started with men’s underwear and has since expanded to include women’s undergarments, T-shirts, socks, swimwear, and other clothing, listed on the Euronext Growth Paris exchange. This milestone marks a significant achievement for a brand that has always championed textiles made in France.
Le Slip Français: A Commitment to Local Manufacturing
Le Slip Français generated 21 million euros in revenue in 2026, with earnings before interest, taxes, depreciation, and amortization of 2.1 million euros and net income of 700,000 euros. These figures gave the company the confidence to pursue a public listing.
The brand’s shares had a mixed start on the day of its debut, briefly falling below the IPO price of 14.80 euros before closing at 15 euros. Despite the initial volatility, the company’s commitment to local manufacturing remains steadfast. Le Slip Français operates its own factory near Paris, producing around 4,500 pieces of underwear a day.
Automation has played a crucial role in reducing manufacturing costs, allowing the company to cut the retail price of its underwear from around 40 euros to roughly 20 euros while maintaining profitability. This strategic move underscores the brand’s dedication to making French-made clothing accessible without compromising on quality.
Expanding Beyond Consumer Brands
Le Slip Français is not just focusing on its consumer brand. The company plans to expand by manufacturing clothing for other companies seeking French production, a strategy it describes as Made in France as a service. This diversification is part of the company’s ambitious goal to double revenue by 2030.
Currently, Le Slip Français holds around 4% of France’s men’s underwear market despite being recognized by roughly 60% of the French population. This disparity indicates significant room for growth. The company hopes to lower prices further over time through greater manufacturing efficiency, making its products even more competitive in the market.
The Challenges of Building a Business in France
Building a business in France is no easy task, as acknowledged by CEO Guillaume Gibault. He described entrepreneurship in the country as super tough emphasizing that business leaders must continue taking risks regardless of the political environment. The company does not expect any help from the government but focuses on stable rules and customer belief in local manufacturing.
The future of Le Slip Français depends on customers who believe that local manufacturing can compete on both quality and price. The brand is now asking public investors to back this belief, marking a significant step in its journey to challenge the dominance of fast fashion giants.
