Camille and Matthieu on the handlebars of their streetwear brand Loudieg Reserved for subscribers

Camille and Matthieu Feuvrier, 35 and 45, grew up in Loudéac (22). The first works for a cosmetic firm in Paris; the second now works for a large aeronautical group in Toulouse. Together, in parallel with their professional lives, they have just created Loudieg, a streetwear clothing brand, in reference to Loudéac.

Family attachment to the city

Although they left the central Breton city a long time ago, the sister and the brother remained very attached to it, through their memories of youth and above all through their family ties. Camille and Matthieu Feuvrier are the children and grandchildren of two Loudéacian figures: Yvon Feuvrier, president of the Passion, and Lucienne Grimault, a former merchant whose 100th birthday was celebrated in July 2020. “Loudéac is our childhood and it's the town where our father and grandmother live, recalls the eldest. We wanted to carry out a family project, close to the city that is close to our hearts, and we wanted to offer an alternative to classic streetwear brands, with different values. »

It is moreover in Loudéac, where they return regularly, that the idea of ​​launching this family brand germinated. Through their clothes, Camille and Matthieu Feuvrier want to embody "values ​​around Brittany and cycling, which makes sense, but also respect for the environment, well-being and letting go". The clientele targeted by the siblings is that of “lovers of Brittany and cycling outings”.

A first collection

For the printing of their clothes, the two entrepreneurs wanted a Breton workshop. They turned to Vent d'Ouest, a company from Plérin (22) specializing in textile customization. As for the clothes, made with “85% organic cotton”, they come from Bangladesh, “from socially and biologically certified factories, essential criteria in the referencing of Loudieg suppliers”.

The first collection, symbolically unveiled on the day of spring, was baptized “The original Loudieg”. It offers children's and adult sweatshirts, hoodies and t-shirts. “We start small, it's a trial run. This first collection is intended to make the brand known, comments Matthieu Feuvrier. We are already preparing our second collection with a slightly different design. »

Local distributors

The clothes are, for the moment, sold via the brand's website. "However, we have the ambition to strengthen our sales circuit through a network of local distributors and pop-up stores in the region, starting this summer 2021", specify the creators of the brand. And if the ephemeral boutique project sees the light of day in the former Cheval Blanc, bought by the municipality, the siblings cherish the idea that Loudieg clothes can be present there. In the meantime, it is logically on the Tour de France, during the stage in Pontivy (56), that we can discover Loudieg this weekend.