Mathieu Lebreton observed that his French peers during New York Fashion Week cherished shopping for local merchandise as a way to express pride and support small businesses.
The trend known as Zizmorcore highlights how New Yorkers are embracing their local culture through apparel and accessories, showcasing their community while promoting small businesses.
In 2023, Mathieu Lebreton and his team launched GiftShop to mirror this idea, focusing on curating limited collections of elevated merchandise from beloved French establishments.
By bringing local French food, beverage, and hospitality merchandise to the forefront, GiftShop aims to foster a sense of community and support for local businesses in France.
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