The bright and sunny days of a St Tropez summer are alive with activity, just as it was in 1971 when a passionate fan of motor racing, Fred Prysquel, took a seat at the Café terrace to watch the world go by. The founder of Vilebrequin, was fearless and full of imagination when it came to impressing a beautiful woman he saw in St-Tropez during the summer of 1971.


And so Vilebrequin, the swimwear brand, was born – literally out of love. 40 years later, the house has grown considerably but has stayed true to its origins. Vilebrequin is still all about the sea, vacations, and pleasure, committed to carrying on Fred Prysquel’s legacy. The vacations are far from being over!


Italian clothing and accessories manufacturer Giada SpA has inked a new licensing deal with French swimwear and lifestyle brand Vilebrequin. The collection will consist of a wide range of denim pants and jackets, and will be distributed through premier department and specialty stores in Europe, North America, the Middle East, Africa, Japan, Korea for the spring 2019 season and Russia (CIS+) for the fall 2019.


Founded in Italy in 1987, Giada SpA produces 100 percent made in Italy ready-to-wear collections and accessories for men and women. The company collaborates with a range of brands to either license or produce their denim collections, including Jacob Cohën, Karl Lagerfeld Denim, Yves Saint Laurent, Marlboro Classic, Les Copains, Max Mara, Guess?, Calvin Klein, Best Company, Iceberg, and more.


Vilebrequin naturally found its place in the world of luxury where it has become the ultimate reference in men’s swimwear. Throughout its exceptional history, the brand has remained true to its original spirit and values, combining freedom and elegance. Saint-Tropez forever… Today this spirit is exported around the world, from New York to Beverly Hills, from Paris to Saint-Barthélemy, from Porto Cervo to Rome. It symbolises the values shared by elegant and demanding men, men who wish to combine casual elegance with humour, originality with impeccable taste and quality. They are naturally at home in this colourful world, reminiscent of fine sandy beaches, sunsets and dreams.