Origins of the Brand
In 1989, Quebec was marked by difficult social and political events such as the nurses' strike, the Chantale Daigle case, and the École Polytechnique tragedy. In response to this rather grim period, Jean-François Renaud, owner of the Oclan boutique, which offered high-end, formal clothing, came up with the phrase: "Fuck la mode." The story began with a postcard that would be sent to his clients in mass mailings. The goal was to provoke a reaction to the prevailing gloom. Clients, excited by the irreverence of the message, requested t-shirts. Jean-François printed 60 copies, thinking it would stop there. However, as soon as the t-shirts arrived in the store, they became an immense success, and to this day, over 500,000 units have been sold.
The slogan, which responded to the culture of the time, was inspired by irreverent fashion, similar to Moschino, which also launched quirky messages around the same time. Jean-François describes this phrase as an act of rebellion against traditional fashion and a way of saying that one should do what they want, without conforming to expectations.
Expansion of the Brand
The success of the t-shirts led to the creation of an entire product range, including sweatshirts, caps, socks, towels, and even antibacterial masks during the pandemic. The logo itself has evolved over the years, with several humorous variations created, such as parodies of luxury brands like Gucci ("Guccheap"), Yves Saint Laurent, Givenchy, Supreme, and Comme des Garçons. Jean-François Renaud continues to mix humor with the fashion industry, sometimes even mocking high-end brands.
In 2020, the Oclan boutique transformed with the opening of the "Fuck la mode" café on the second floor, a unique concept combining a café and a boutique space where customers can enjoy a coffee while shopping. This concept aimed to enrich the customer experience by bringing a community aspect to the brand.
Impact and Growing Popularity
Over the years, the slogan and the brand "Fuck la mode" have appealed to a wide audience. Jean-François Renaud observes that clients of all ages, from young people to those in their 80s, find the slogan funny and bold. It is often the anglophones who react most strongly to seeing the word "fuck" prominently displayed at the store entrance. The success has been so great that famous personalities, such as Vanessa Paradis, Lenny Kravitz, Chad Kroeger (from Nickelback), Marina Orsini, Claude Dubois, and even Céline Dion, have been seen wearing products from the brand. Celebrating the irreverence of the brand, Jean-François notes that some travel guides recommend visitors to Quebec buy a "Fuck la mode" t-shirt as a unique souvenir.
Closure of the Oclan Boutique and the Brand's Evolution
In 2023, Jean-François Renaud announced the closure of the Oclan boutique after 38 years of operation, but this does not mark the end of the "Fuck la mode" brand. The evolution of traditional women's fashion led Jean-François to make this decision: the demand for more formal women's clothing is declining, but the enthusiasm for "Fuck la mode" remains strong. Thus, after the closure of Oclan, he chose to renovate the space to focus exclusively on the brand and his creative vision.
New Direction for "Fuck la mode"
Jean-François Renaud, who has always seen the potential of "Fuck la mode" as much more than a mere commercial product, plans to transform the brand into a true symbol of creative freedom. He is venturing into creating higher-end products, such as merino wool and cashmere clothing, while maintaining the provocative spirit. Limited edition items are also being offered, providing more exclusive articles.
The store will be redesigned, and the second floor will be dedicated to accessories, derivative products, and children's items. This change reflects a new direction, more creative and focused on product quality, but still true to the irreverence of the slogan.
Partnership with Philippe Montminy-Turgeon
Jean-François Renaud is not pursuing this project alone. In 2022, he partnered with Philippe Montminy-Turgeon, an employee of Oclan who had shown a strong interest in the brand since joining the company.
Conclusion: The Enduring Message
The closure of the Oclan boutique does not signify the end of the "Fuck la mode" brand, but rather a new chapter for this now iconic brand in Quebec and beyond. Jean-François and Philippe are determined to keep the irreverent and provocative message alive and to strengthen the brand's image through creative collaborations, exclusive products, and a commitment to the community. In short, "Fuck la mode" continues to challenge conventions and fight against gloom, with the ambition to remain a reference in the world of offbeat fashion for years to come.