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Recently, in the 2025 year-review article, we received comments from readers who felt that we were now only making "strong" garments and fewer "basics " than before, which were more accessible in terms of design.
To these people, I want to say that we've heard you and we haven't forgotten you! Because those clothes you loved at Bonnegueule are still with us.
I thought a lot about your comments (and even replied to them) in the days that followed, and it led me to a thought I wanted to share with you. Or rather, an age-old debate when you're a brand...
A balance between identity and evolution
If a brand does the same thing over and over again, it ends up boring. If it forgets who it is, it gets lost. So there's a way forward, a balance to be found :
- on the one hand, stay true to what you've been doing best for the past 10 years,
- on the other, allowing ourselves to take a step aside, with different silhouettes, new materials and risk-taking.
If I take this a step further, I don't really think of a brand as a machine (even a well-oiled one). I compare it to a living being:
- which must have vital functions that don't move, that are reliable and constant. These are the essentials of our collection, pieces that are easy to wear, but always with that "little something extra" that characterizes us and that you love,
- but must also have parts that grow and evolve to adapt to their environment. These are pieces where we try new things.
And since the beginning of Bonnegueule, I think we've always offered you a solid "back catalog", with jeans and chinos that aren't particularly loose-fitting, but also tailored suits or sweaters with a classic fit.
Put another way, we haven't stopped with the fundamentals, far from it, but because we're highlighting them less, some people think they've disappeared.
Not at all!
In short, we've never stopped. But we've shown them less, I'll give you that.
It's our base, we keep it and we feed it. And from it, we explore.
And with this launch, we want to show you just how much these staples are our foundation.
Benoît
The Miami T-shirt: for freshness and texture (by Benoît)
After a first iteration in 2016 (the Milan t-shirt) and a second in 2021 (the Cuba t-shirt), who's back? Our cotton-linen t-shirt!
Let's talk about the fit: it' s a classic cut for a t-shirt, reasonably close to the body, without excess, neither too slim nor too wide.
If we compare the Miami to our Oregon t-shirt, the Miami is more fitted.
Details include :
- A rib-knit collar in the same yarn as the t-shirt. The advantage of having a slightly ribbed, tightened collar like this is that it'll sit snugly on your neck, without losing its shape over time,
- Side slits. In addition to being an aesthetic detail that I appreciate, they also give you more comfort around the hips.
Like our previous Cuba tee, the Miami is intended to be a spring/summer essential that you'll take without thinking, to wear as is or under a denim shirt (like a western shirt, for example).
The jersey of this t-shirt is 50% linen, 50% cotton, knitted in Portugal, just like its manufacture.
We wanted the best of both worlds:
- the breathability and unique texture of linen,
- and the stability, softness and hold of cotton.
We've chosen three pastel colors for you:
- sage, a color I love, close to olive,
- a sky blue that evokes the seaside,
- and an ecru (so not quite white) that the linen texture makes very organic,
A must-have for your next vacation, and every day before!
The Volpaia: two dressy white shirts like no other (by Benoît)
We're finally starting to have a wide range of white shirts, the basic building blocks of a tailored style. It's hard to miss when you're wearing a suit, I don't think I'm surprising anyone with that statement.
But you know us, we're not big on flat fabrics at Bonnegueule, so we needed not one, but two white fabric references with texture !
A 100% linen dress shirt
We start with our 100% linen shirt, a reference I've been waiting for, perfect for summer weddings for example, but not only! More casually, wear it open, sleeves rolled up, over a t-shirt, with a chino and sneakers or espadrilles, for example.
This is a French linen, spun in Lithuania (unfortunately, there aren't really any linen spinners in France anymore) and woven in Portugal by Somelos.
The final fabric is therefore a beautiful linen that will live with you, accompanying you on your sunny adventures while allowing you to look very elegant.
In addition to its freshness, linen has another power: its natural grain. The structure of its fiber is more irregular than that of cotton, and this is reflected in the material once woven. These asperities are very visible on the fabric we've chosen: you'll see numerous small striations, irregularly arranged in the material, giving it a discreet yet remarkable slub texture.
I shouldn't be telling you this, but linen is considerably more expensive than cotton. So we made a real effort on price, because it was important for us to make this fantastic summer fiber more accessible.
Let's continue with our second white shirt...
A white shirt in textured cotton
Old-timers will remember: our very first white shirt released in 2014 was already textured, and our new shirt, 11 years later, pays homage to it.
It's a textured fabric from Portuguese weaver Vilarinho, made of 100% cotton and known as " honeycomb ", with a look that's both tactile and visual, instantly dressing up an outfit as simple as a white shirt and a blue blazer.
As you'll see, the weave is quite "compact", so it's a fabric that holds up very well and is durable over time.
From a technical point of view, it's a piqué weave characterized by a double construction: there's a first weave on the back of the shirt that creates the "base layer" (visible if you look at it from the inside) and a second weave on the outside with threads placed in such a way as to create this honeycomb pattern on the surface.
It has a dressy look that's clearly intended for weddings, but feel free to wear this shirt with a linen jacket, for example, to make a nice contrast. And don't forget, a white shirt is just like a white canvas that will 1) brighten up your outfit and 2) highlight the colors and textures of your other clothes.
Finishes I'm obsessed with
I'm also proud of the finishing touches on our shirts:
- the "rivershell" mother-of-pearl buttons, from French supplier Corne et Corozo, which are very thick, which is really a top-of-the-range finish in my eyes. They are therefore more resistant, and with a real visual that comes straight from luxury. They are fitted with an "Ascolite" finish that drastically reduces the risk of falling.
- French seams: these are the side seams of our Volpaia shirts, which are very fine and elegant, whereas most shirts on the market have a rather basic, thicker double-needle seam. It's a finish that also comes from the world of luxury, but I love this discreet yet revealing detail .
- and other little details, which I'll let you discover in the product pages for the linen shirt and the honeycomb shirt.
The Ivy chino: your new essential, with a revised cut (by David)
Yes, our new classic slim-fit chino has arrived.
The Ivy is destined to take the place of the Axel chino, whose first iteration came out in 2016 (how time flies, don't you think?).
I'm not going to rehash the history of the chino, but if it interests you, I'll let Jordan take it from here.
Nor am I going to spend too much time telling you how this garment has become a staple of any men's wardrobe or how it can be worn everywhere, all the time, in an urban context.
Let's get to the heart of the matter: the main difference between the Axel and the Ivy is the cut. We've kept the idea of a slightly fitted cut, but we've modernized it to make it more comfortable and adapted to what's out there now.
As Benoît says in his introduction: with this new cut, you move forward (you don't stay static and stuck in the past), but you stay true to who you are, to what this garment represents.
The Ivy has a leg opening of around 19cm, whereas the Axel is more like 16.5 / 17cm. The thigh is also a hair wider (around +1.5cm) and the front rise more generous (around +3cm).
As a result, the Ivy sits more naturally on the hips, a little further down the leg, and still gives you a great silhouette.
For us, this is the right compromise for a modern, fitted cut.
For the rest, we kept the essence of the Axel chino by choosing a soft, comfortable, mid-weight (245g/m2) , slightly stretch cotton twill (3% elastane) for year-round wear.
After much research, we found the right fabric for this chino at Folgarolas, a Spanish weaver established in Catalonia for over 70 years. We appreciate their vertically integrated know-how - from yarn selection to spinning and weaving - as well as their approach to working with short-distance suppliers. The cotton is sourced in Turkey, then spun, woven and dyed in Spain. Finally, the fabric is sent to our workshop in Portugal for manufacturing.
Last but not least: despite the current climate of price rises in our sector, we wanted to offer you these essential pants at the same low price as the Axel chino, i.e. 105€.
Available in the three essential colors of beige, khaki and navy, we've designed the Ivy to be the ultimate easy pant, with a cut that's fitted but not too tight, so you can slip them on in the morning without even thinking about it.
York shorts: the summer essential (by David)
Following on from the Ivy chino, we've used the same fabric and the same basic cut to bring you a shorts version for warm-weather wear.
We've kept the stretch cotton twill for comfort, with a slim fit that enhances your silhouette.
The York will accompany you all summer long, whether you're strolling around town or strolling along the water's edge.
York shorts will be in stock soon.
Nazare sneakers: freshness to the tip of your toes (by David)
Initially released in 2022, you've come to love our Nazare sneakers. So to thank you, we've decided to offer them this year in no less than 4 colors, available in limited quantities:
- A natural color, in the strict sense of the word, since it's an undyed fabric. These Nazare sneakers can be worn like white sneakers, but their softer color makes them a more subtle addition to your outfits, without creating too much of a contrast.
- A deep, bright indigo that's easy to mix and match in your wardrobe, and whose hue reminds me of vintage Italian navy sneakers.
- A bold pink, not usually seen on sneakers. More precisely, it's a slightly faded shade of pink, the idea being not to go for a candy pink that's too flashy. This color adds an unexpected sparkle to your outfits and goes equally well with white, ecru, beige, olive green, navy blue or even black. In short, try combinations and you'll see that the result is often more interesting than you might at first think.
- And finally, a very organic khaki, which can be worn for casual chic or light workwear.
These sneakers have everything going for them (and you) as they're :
- Easy to wear all summer long (and even in autumn) thanks to their streamlined shape,
- Durable, thanks to their outsole which is firmly glued and sewn to the upper (whereas most canvas sneakers are only glued). This inside sole is still covered with cork, a resistant and hypoallergenic material,
- Comfortable, thanks to a soft memory insole that gently moulds to the arch of your foot,
- Breathable thanks to their 100% linen fabric (whereas most canvas sneakers are made of cotton).
And yes, linen sneakers are an obvious choice for warm weather: it's a highly breathable, thermo-regulating, with anti-odour properties and is also particularly robust.
Linen also has a great texture thanks to its tight canvas weave, which reveals the natural impurities in the fiber.
Last but not least, linen is a fiber with ecological virtues: it consumes little water, generates little waste and has a limited carbon impact, all the more so when it is processed according to the rules of the art.
While linen is grown and, above all, woven extensively in Asia, we chose to work with Belgian weaver Libeco, certified Masters of Linen, which guarantees 100% European traceability: the linen is grown in France and Belgium, spun in Poland (they don't spin linen in France these days, unfortunately), woven in Belgium, then assembled in our trusted workshop in Portugal.
Founded in 1858 as a family business, Libeco works exclusively with linen, and over the years has become one of Europe's leading linen supplier.
I mentioned it a few paragraphs ago, but I'll say it again here: Nazare sneakers are available in limited quantities. If you like a particular color, don't wait too long. :)
The Anzio braided belt: the underestimated alternative (by David)
I love belts. I even devoted an entire article to them back in 2021, where I talked about them like an obsession. And I still do.
When we talk about this accessory, we often think of the classic leather belt, which can have a classic or more original shape (for example with the western belt). At Bonnegueule, we also think of the Cobra buckle belt, dear to Benoît.
But we rarely think of the braided belt, which we tend to forget.
And yet, it has many advantages:
- It's both elegant (when made in leather) and casual, thanks to the braiding that gives it texture. It's a true casual chic belt that pairs well with more casual footwear like sneakers, boat shoes or even leather sandals for sunny days.
- Its very nature gives you great freedom of adjustment: you can close this belt wherever you like, to the centimeter. A braided belt will always fit you perfectly, whatever pants you wear, and even if your weight varies.
We offer you the Anzio braided belt, with an intermediate thickness of 3.2cm, in 2 colors: a warm brown that goes with everything, and an understated black for your darker outfits, with black shoes, or in contrast with a lighter-toned outfit.
For leather, we went to Italy's Domodossola, which has the distinction of being a specialist in woven leather. In fact, when it was founded in 1913, the company's historical activity was mainly to produce ropes for ships.
Now a family-run business for 4 generations, the activity has since diversified and modernized to produce woven leather.
Domodossola was the first company to industrialize the production of leather braided belts, which were previously only made by hand.
Romeo socks: honoring French know-how (by David)
It's been a while since we've brought you some new socks.
As well as being purely functional, their choice can make or break an outfit. So, to finish off yours the right way, here are the Romeo socks.
Made in France from a textured rib knit, they come in 3 bright colors:
- An ecru, which I recommend you wear with loafers to bring an Ivy touch to your outfits. Otherwise, they're a natural with light-colored pants or, even simpler, your favorite white sneakers,
- A coyote, to be worn with our Wembley tobacco loafers, as well as with any pants or shoes in beige and brown tones,
- A peachy green that I like to contrast with blue, white or beige pants.
The Romeo are designed to be worn all year round: they're made from 90% cotton for softness, 9% polyamide for durability and 1% elastane to ensure that the top ribband sits snugly against your calf, without sagging during the day.
More than its composition, there's something to be said for the yarn of these socks: it's obtained by twisting 4 very fine strands of yarn to create a new, thicker, sturdier and very soft one.
The socks are then knitted on special double-cylinder machines which, unlike the usual single-cylinder machines, feature two rows of needles.
This knitting technique dates back to the 1900s and fell out of favor in the mid-20th century with the industrialization of textile manufacturing, but has enjoyed a resurgence in popularity in recent years due to its quality.
This manufacturing method ensures a strong, dense and regular mesh, but also a very clean and elegant knitting on the edges.
As mentioned above: these socks are made in France, in a family-run factory in the heart of a small village in the Limousin region, by Maison Broussaud.
Founded in 1938, the company is now run by the third generation of the family. A historic player in the French clothing industry, the company is EPV (Entreprise du Patrimoine Vivant) certified. If you've been following us for some time, you may recognize this label, which we've already mentioned, distinguishing French companies with rare and exceptional know-how.
One more thing: our Halles tank top is back (by David)
You liked our Halles tank top, because it sold out quickly last year.
After years of ignoring it, I've now fully embraced the piece:
- Cooler than a t-shirt: in the armpits, it's a real game-changer, believe me!
- Very interesting for layering under a shirt, cardigan or blazer (yes, I like this combination) thanks to its slightly low-cut collar.
In short: the Halles is now back in stock, still with its perforated knit that sets it apart from classic rib models.
If you need advice on how to wear a white tank top, we've got a step-by-step article on how. We told you the story of the tank top too, in another article. Yes, it's a French garment. Yes, there's a Marcel hiding in there somewhere:
