PARIS – Located on a quiet street in Paris’ 16th arrondissement, menswear boutique Beige Habilleur proposes a tight edit of Ring Jacket suits from Japan, Justo Gimeno hunting jackets and Johnstons of Elgin sweaters alongside loafers and derbies from JM Weston and Paraboot.

The shop’s founder, Basile Khadiry — who created French menswear review L’Étiquette alongside journalist Marc Beaugé and stylist-designer Gauthier Borsarello in 2018 — has been carrying the torch for understated, classic men’s style for years. (He founded the retailer in 2016 after stints working at luxury retailer Chalhoub Group and Louis Vuitton.)

But in recent months, interest in the previously niche, mostly logo-free aesthetic of Khadiry and his associates champion has been taken off: L’Étiquette, which is dedicated to demystifying the codes of relaxed French wardrobe dressing, has seen its paid circulation surge to over 50,000 copies per issue over the course of just 10 editions — more than any other men’s magazine in France according to market sources (although rivals publish more frequently). The magazine launched its first ever women’s edition last month, attracting advertising dollars from Hermès, Rolex and Cartier.

Amid broadening interest, Khadiry is currently renovating a more central space for Beige Habilleur