On Paris And Esprit

Stéphane Ashpool is the founder and designer of the Parisbased brand PIGALLE. His work combines his deep roots in basketball with the city’s refined elegance, creating a style that is unmistakably his own. In 2024, he reached a new milestone when he was appointed Artistic Director and Senior Designer for the French national team’s official uniforms at an international sporting event held in Paris. In this interview, Ashpool reflects on his creations and the “esprit” he believes captures the true spirit of Paris.

Ashpool And PIGALLE
Where Roots Run Deep

The name of Ashpool’s brand, PIGALLE, comes from the northern Paris neighborhood where he grew up and continues to be based. Over the years, the brand has become a symbol of the area, with projects such as the colorful Pigalle Basketball Court, now a local landmark. This past June, he opened Souvenir Pigalle, a new shop located directly across from the court. When asked why he remains so deeply tied to Pigalle, he says it is, above all, because it is his home. “I was born here. Pigalle has one of the strongest senses of community in Paris, with restaurants, basketball courts and shops giving it its own character. Some things have stayed the same, others have evolved, and the streets are always full of life.” This vitality, he says, is not limited to Pigalle but extends throughout Paris. “Since the end of the COVID-19 pandemic, Paris has come alive again. Fashion, design, photograph , art and food are all surging with creative energ , attracting people from all over the world. It is a ver  exciting time for the cit .”

To Be Free
Is My Esprit

The conversation eventually turned to his creative process. “It has been almost 20 years since I started PIGALLE, and I have always tried to stay true to myself. There were times when I focused on fashion shows, other periods when I devoted more time to sports, and I have always hosted many parties. For me, the most important thing is to remain free, and that is my idea of esprit.” That spirit is reflected in all of his projects, from designing basketball courts and collaborating with G-SHOCK to creating the uniforms for the sporting event.

“The basketball court designs, the collaboration with G-SHOCK, the uniforms I created last year... all of them show a freedom that does not confine me to a single genre, and that is my style. Designing the uniforms gave me a sense of pride, but I do not feel I have changed as a person. I simply want to keep moving forward.” The official uniforms he designed for the French national team feature a pop, modern gradient of the French flag. The calm, white-based tones convey the elegance and classic style of France, earning high praise from the local public.

It’s All About The Right Timing.

In conversations with French people, the word “esprit,” meaning spirit, comes up often. Asked if he was conscious of it, Ashpool answered immediately. “It is very important to me. I want my brand to feel like a small, family-run bakery. My wife works in the shop, and I enjoy working with friends. That is why I am always thinking about my own sense of esprit.” PIGALLE collaborated with G-SHOCK in 2017, and the watch clearly reflected both his esprit and the spirit of Paris. “When you think of G-SHOCK, toughness comes to mind, but I wanted to add a touch of elegance with colors like off-white and rose pink. On the back, I engraved the words ‘It’s all about the right timing.’ In life, timing is truly important. No matter how much talent you have, timing can change everything, so being aware of time is essential.” It was summer in Paris, the kind where daylight lingers long into the evening. On the street between the Pigalle Basketball Court and Souvenir Pigalle, Ashpool spoke with us while chatting with friends, showing the playfulness of a boy enjoying basketball and the warmth of a father with his one-year-old child. It was the perfect image of natural ease, embodying the free-spirited style of a Parisian. “For me, the freedom to change my schedule without being bound by plans is the greatest luxury.”