Le Magasin’s big day

We've been dreaming about it for years, working on it for months, fine-tuning the decor for weeks and barely slept in the last few days. Now the long-awaited moment has come.

Tomorrow we officially open Le Magasin, our first permanent physical shop. You’ll find it at 40, rue des Petits Carreaux in the 2nd arrondissement of Paris. If you want to spontaneously head there immediately, we understand. Directions here:

As with our clothing, we've modernised our vintage inspirations to create a unique Asphalte shopping experience. With a nod to the great turn-of-the-century Parisian department stores, our boutique embodies everything you love about Asphalte. But don’t just take our word for it:

If we weren’t holding the keys in one hand and a rent bill in the other, we wouldn't believe it. After 8 years of existence exclusively online, we're finally stepping out from the screen. It's a pretty big moment.

To tell you the truth, the range of emotions we've been going through lately is pretty wide. Pride, stress, excitement, fear, a lot of impatience, a fair amount of optimism, a dash of doubt and a ton of enthusiasm.

We're confident in our abilities and we know we've given this project our all. But it's always like that with major projects, the adrenalin rush before the big jump. As we often say: we hope you like it.

Tomorrow at 10 am sharp, we won’t just be e-tailer but also be good ol’ shopkeepers.

As we open the curtain on Le Magasin for the first time, we'll also be opening a new chapter in the history of Asphalte. One that's here to stay.

Unlike the three Pop-Ups over the last year or so, there's nothing temporary about Le Magasin: we're talking about a permanent shop where you can come whenever you like, forever.

• Monday to Friday: 11 am - 7.30 pm
• Saturday: 10 am - 8 pm

We close on Sunday so we can come back stronger on Monday.

But, just to be clear, if anyone thinks this is going to change what Asphalte’s all about they’re going to be disappointed. Opening a permanent physical shop doesn't change our objectives. We know why we started Asphalte and where we're heading, and we’re not about to get distracted now.

Asphalte's mission is to make sustainability accessible. And to do that, we're making it as easy as possible to preorder quality clothing. And that's something that won't change.

This shop is above all a way of optimising and promoting the way we work. It’s like this:

Firstly, the shop will enable us to sell off stock from exchanges and refunds directly after each launch. You know, the items you usually find at our monthly Stock Sales.

Next, our weekly preorders will all feature in the shop alongside stock. This will bring preordering and its multiple benefits to a much wider audience who would otherwise have no idea about it.

Last but not least, it’s a chance to try on an item before you buy it. And once people know their size at Asphalte, they’ll be able to preorder on our site in total confidence.

Here's what you'll find in Le Magasin:

A dedicated sales team there for you, always ready to give you advice or a coffee. Customer satisfaction has been at the heart of what we’re trying to build since 2016. Our physical store is no different.

A wide selection of Asphalte items available in stock. Our Eternals, new items returned after a preorder and possibly also store exclusives. You're bound to find what you're looking for.

The weekly preorder. From Monday each week, the weekly preorder will be showcased in the shop. You'll be able to try it on in different sizes and preorder it directly from the store.

An alteration service. Hems, sleeve lengths… you can have your Asphalte garments altered in-store.

A return service. If you want to return a preorder, just come by and drop it off in the store. Once it’s been processed, you‘ll get refunded pronto.

With the opening of Le Magasin, a new chapter in our history is about to begin, and that deserves a little paragraph of thanks.

Of course, we'd like to start by thanking all our customers. There were a handful of you when we started in 2016, and it's just crazy to think that there’re now hundreds of thousands of you actively participating in helping make this industry cleaner.

We'd also like to big up all the people who contributed to the creation of Le Magasin. We just wouldn’t have been able to pull off a project like this without them. Midi La Nuit for the interior design, Clément Johanet for artistic direction and all the artisans who helped build a space that reflects everything Asphalte stands for.

Finally, we'd like to say a big ‘thank you’ to each and every member of the Asphalte team, all of whom have contributed in one way or another to this opening. We're immensely proud to be able to count on such a passionate, professional and committed team.

Tomorrow at 10.00 CEST, a new chapter begins.

We've come a long way, and we owe it all to our customers. Thank you for being part of it, thank you for your trust, thank you for giving us the determination to change the industry for the better from the inside and thank you for your loyalty.

We hope to see you at Le Magasin at some point, it’s a place that we’ve fined-tuned just for you after all.

For our part, we're continuing our fight for a more responsible and less damaging industry, where quality and durability are once again the watchwords.

We'd like to thank you for everything. Bring on tomorrow.

Until then,

Asphalte