Written by Malana VanTyler
Crémieux stands as a distinguished name among luxury menswear brands, embodying a modern preppy aesthetic that remains unaffected by fleeting trends. It promises enduring quality, enriched by an irresistible European charm. But in speaking with Stéphane Crémieux, the creative director and son of founder Daniel Crémieux, you learn that the French designer is unpretentious, humble, and eager to share his narrative. He approaches his work with remarkable thoughtfulness, balancing the daily operations of his company with a keen awareness of its legacy.
I recently spoke with Crémieux following the launch of their new store on Madison Avenue in New York City, an event he marked with a quintessential French celebration. The boutique offers a curated environment where clients benefit from top-notch hospitality and the opportunity to shop both ready-to-wear and made-to-measure garments.
Throughout his career, Crémieux has consistently exhibited profound respect for quality—a principle that guides the collections of his eponymous brand, shapes his decisions as a creative director, and draws discerning customers from around the world.
In this interview, we will explore the roots of his passion for fashion, his journey in building the brand, and his design philosophy.
1. Where does your interest in fashion come from?
SC: From a young age, I preferred visiting my father's office to see his new creations over playing soccer with my best friends. I was already passionate about it, even if I didn't fully realize it at the time. I would swap my parka for my red tweed blazer and my regimental tie, eagerly running to the office at just 14 years old.
2. Your dad Daniel founded Crémieux in Saint-Tropez in 1976. Was there a specific moment that made you want to join the company to fully pursue your interest in fashion?
SC: As a teenager in Paris and Saint-Tropez, my friends and I enjoyed a life of natural luxury, though we were unaware of it at the time. We viewed our experiences as normal, effortlessly pairing J.M. Weston loafers and Golf Derby shoes with vintage selvedge 501 Levi’s, Power Down parkas from Hemisphere, and Alden’s shell cordovan tassels and loafers. I draw inspiration from that time and was motivated to join the family business. I will always cherish those memories, tinged with nostalgia.
3. During the first few decades of your business, you opened stores in France, first in Saint-Tropez, then in Paris and in Aix Provence. When and why did you expand into the United States?
SC: In 1999, we celebrated the relaunch of a new Daniel Crémieux shop in Paris. My father and I had always envisioned entering the USA market, inspired by its rich potential. My mission was to Europeanize the American preppy look while ensuring exceptional quality. In 2000, we established a strong partnership with the Dillard family, granting them exclusive rights to distribute our brand in the USA. We subsequently expanded to direct retail locations in Europe, including Capri and London, as well as in the USA, with stores in Bal Harbour and Palm Beach, each offering distinct product lines that complement one another.
Recently we opened a new flagship store in New York City, strategically located at Madison Avenue and East 60th Street, which is the ideal setting to showcase the Crémieux brand.
4. How did you translate the values of the preppy modern aesthetic that made you famous into a total look brand? Were there certain qualities that you felt had to be present in every product you made?
SC: We pioneered the soft shoulder sport coats and suits industry, establishing ourselves as the first brand to do so. We also introduced double collar button-down shirts and slim fit plain front pants at a time when the market favored double pleated pants and heavy shoulder pads. This innovation has become our signature and core identity. My motto is to “Make Preppy Cool Again”, and it is entirely apolitical.
5. Why was it important to you to invest in a new store in New York City?
SC: The Upper East Side location is crucial for both me and the company, as it serves the area where our clients live, work, and dine. We are making it more convenient for them, transforming the shop into a space where people can enjoy spending time, regardless of whether they are shopping. Shopping will naturally follow from the hospitality we provide.
6. So much of your work has been about legacy, about building your father’s brand for the future. What do you hope you will achieve in the next ten years for the brand?
SC: We will open additional specialty shops in prime venues aligned with our clients' locations and destinations, while consistently elevating all our products, including those designed for Dillard's department stores and our own boutiques. Our goal is to ensure that our clients enjoy both shopping and wearing our brand.
