Jules, the leading men's fashion brand in France, is coming on board as official supplier to the Tour de France. The four-year partnership combines fashion and responsibility to spark new and exciting projects.
Jules and the Tour de France, a match made in fashion heaven
Back in summer 2019, Jules designed a collection in collaboration with the Tour de France. It was this adventure that set the stage for the two brands to meet and get to know each other. This year, ASO, the organiser of the Tour, picked Jules as an official supplier to the third sporting event with the greatest media impact on Earth. Indeed, the group saw that the Tour de France shares common ground with Jules and its commitments, which are encapsulated in its "Men In Progress" brand signature.
"In Progress" clothes are made from biological or eco-designed fabrics or from recycled materials. The brand's know-how in pursuit of a more sustainable paradigm for fashion and its promotion of soft mobility are the perfect match for the Tour de France of the 21st century, an event that has also evolved towards a more eco-responsible model.
The 2022 Tour de France with Jules!
It will be an international event for the brand, but also a multi-store one: each year, between 650 and 700 towns are visited by the Grande Boucle. In 2022 more than 200 Jules shops, including the Jules headquarters, which witness the finale of the famous Paris–Roubaix race every year. As a result of this exciting alliance of fashion and sport, more than 300 race officials and members of the organisation will be rocking Jules apparel for four years. There will be 100% "In Progress" looks for every season: Paris–Nice in the winter, Paris–Roubaix in the spring and the Tour de France in the summer! saisons : Paris-Nice en hiver, Paris-Roubaix au printemps et le Tour de France en été !
Jules will also create a 100% "In Progress" capsule collection dedicated to the Tour de France, available from jules.com starting in May 2022. To symbolise the start of this incredible story, Jules has commissioned yellow bricks made from recycled clothes in reference to the iconic yellow jersey of the Tour de France. These bricks are the work of FabBRICK, a young business that partnered up with the brand from the start and creates bricks from recycled clothes for use in Jules shop furniture.