Premium men`s underwear since 1968

Premium men’s underwear since 1968
brand bible
2
summary
1 - HOM & MARSEILLE...a common destiny
2 - key dates
3 - our teams
4 - masculinity vs virility
5 - our know-how
6 - brand identity
7 - our offer
8 - our collections and segmentation
9 - our events
10 - our trade shows
11 - Our partnerships
12 - our distribution
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CHAPTER 1
HOM & MARSEILLE...
a common destiny
The HOM brand was born in Marseille in 1968...
and it didn’t happen by chance.
NOTRE DAME DE LA GARDE basilica
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"There’s something
oriental about it, you can
walk at ease, breathe
happily, your skin dilates,
inhales the sun and
bathes in the light."
"I’m convinced that Marseille
is the most beautiful city
in France.
It’s so different from all
the others.”
Arthur Schopenhauer
Gustave Flaubert
BARGEMONT PLACE
"In front of me, I could see
this magnificent Marseille,
this perfect Southern city.
It’s located at the end of an
amphitheatre made of arid
rocks which are typical of
the Provence region.”
There is actually a strange similarity between the elegant, proud and rebellious brand
with a rich history and the beautiful, cosmopolitan, disobedient and outstanding historical city that’s always got itself talked about.
Besides, HOM was born in 1968... in the midst of an economic crisis at a time when
France was entering another revolution, together cultural, social and political against
the traditional society of the time and the government in power. It will remain the most
important social movement in French history in the 20th century.
Stendhal
city hall
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Villa Mediterranee - Museum and auditorium
In that turbulent period, HOM undertook in its own way its own cultural revolution by
bringing comfort and support to men’s underwear, which up to then was underwear in
name alone. From then on, HOM will mark the history of underwear as the brand that
enabled men to feel attractive, confident about their masculinity or even to reveal it fully.
Did you know?
La Marseillaise is the patriotic song of the
French revolution (1789-1799) which has
been adopted by France as a national anthem.
In 1792 Rouget de Lisle, then a young officer,
composed in Strasbourg "the battle hymn
of the army of the Rhine" further to France’s
declaration of war against Austria. Sung by
revolutionaries from Marseille marching
through the streets of Paris, this song sparks
real enthusiasm and ignites the crowds: the
new anthem is soon named La Marseillaise.
"Charles Belpaume turned
men’s underwear into
a fashion accessory"
In 1968, Charles Belpaume and Gilbert Anselme founded the HOM brand IPEM (Innovation Pour l’Élégance Masculine – Innovation for Masculine Elegance) in Marseille: the
codes attributed to men’s underwear for years would never be the same again.
When he left his job as a women’s lingerie designer, Charles Belpaume was not motivated only by a desire to be an entrepreneur. He had a vision, which was to innovate while
adding style, comfort and support to the men’s underwear of the period.
The MUCEM: Museum of European and Mediterranean civilisations
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His experience in women’s lingerie was to be an inexhaustible source of inspiration:
backed by strong advertising campaigns, he successively launched the first invisible
briefs known as HOM-chair, to be worn under the most lightweight trousers, HOMIX, the
first briefs without an elastic waistband, the first band shape, the first front panel to
offer the male attributes the same comfort as a bra... right up to HOMOVER, the first invisible top, easy to wear inside trousers.
For the first time, a brand was considering the aesthetic aspect of men’s underwear without sacrificing comfort.
With HOM, Charles Belpaume turned men’s underwear into a fashion accessory.
In 1986, he decided to sell the company to the Swiss-German Triumph Group.
Since then, HOM has continued to use its know-how and creativity in the field of men’s
underwear and is now considered to be a specialist brand and a market leader.
The products’ attractiveness, cut, shape, quality and comfort are widely recognised and
are highly popular in underwear collections, as are the pyjamas, swimwear and socks,
which very varied and meet very specific expectations.
Nowadays, the act of purchase is no longer consumerist: it involves the search for a real
“lifestyle” in which the notion of values takes on its full meaning. At HOM, creativity is
based on two fundamental values specific to the company: masculinity and design.
CHAPTER 2
key dates
HOM’s headquarters
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1968
The brand is founded in Marseille.
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1970
HOM takes up a position as
a pioneer in the men’s underwear market with the
launch of the 1st invisible
briefs: the HOM-chair.
At the same time, HOM
launches a swimwear and
homewear collection remarkable for its originality
and attractiveness.
1976
1986
1995
1997
Launch of HOMIX: the first briefs without
an elastic waistband.
HOM joined the Swiss-German Triumph
lingerie group (100% family shareholder
group) which has some of the most
efficient, high-quality manufacturing
facilities in the world.
Launch of HOM SPORT
Jean-Pierre Papin, famous French footballer who played centre forward at the
Olympique de Marseille and for the French
national team.
Launch of HO1 (horizontal opening
no.1), the 1st underwear with patented
horizontal opening, practical for both
left and right-handers. Made with micromodal elastane, the HO1 is fitted with a
cup supporter to provide unique comfort
and support. Since then, the HO1 shape
has become the HOM brand’s “Must-have”.
2000
Launch of Asymetrics socks.
2002
2008
2009
2011
2012
2013
Launch of the 3001 collection, the first
line of lingerie for men.
HOM celebrates its 40th anniversary
with Harcourt Studio. 40 international
celebrities will take part in the event. The
photos will be sold at a silent auction.
The money raised will be donated to
Sidaction (Aids charity).
Launch of the e.Go and Black Addict
collections.
Launch of the e.Go Young Designers
collection.
In June, HOM took part in the Paris Men’s
Fashion Week for the first time as part
of its partnership with Alexis Mabille (a
young couturier and a member of the
“haute couture” fraternity in France).
Camille Lacourt – Gold medallist in the
2011 World Championships in Shanghai
and a new fashion icon – becomes HOM’s
brand ambassador.
Launch of the HOM BY Umasan collection
in collaboration with the Berlin vegan
label Umasan, and a partnership with the
“Ballet d’Europe Jean-Charles Gil” as part
of Marseille-Provence 2013.
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HOM is an official partner to the London
Collections: Men (LC:M).
2014
Launch of the HERITAGE collection, a special collection
that incorporates all the
brand’s know-how and fundamental values for lovers
of extreme comfort and
total refinement. The cuts
are very carefully designed
and are those that have
made the brand’s reputation over the last 45 years.
With HERITAGE, HOM enters
the closed circle of highend men’s fashion brands
HOM is an official partner
to the London Collections:
Men (LC:M) and is to launch
its “HOM by Jonathan
Saunders” collection.
CHAPTER 3
our teams
HOM in Marseille consists of the General Management, Human
Resources, Marketing / Communication, Design, Sales, Supply Chain,
Purchasing, Finance and General Services.
General management and design department
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Marketing & Communication department
Marketing & Communication department
Finance department
Finance department
Since 1968, men and women from all walks of life have come together, sharing their
design, manufacturing and marketing skills and know-how to serve a common brand.
In 1986, the HOM brand was bought by the Swiss-German Triumph Group, which distributes the Triumph, Sloggi and Valisère brands on the international market.
Sales department
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Today, Hom uses the manufacturing technology of the Triumph Group, which is established in 120 countries and employs 43,000 people worldwide, mainly in Morocco, but
also in the Mediterranean basin and in Asia.
Supply Chain department
HOM shop
General services
• Triumph has been manufacturing its products in Fez
(Morocco) since 1989.
• The production capacity and complexity have
increasing from one year to the next to reach around
13 million pieces per year in 2013.
• The factory currently employs over 2 300 people.
Factory in Morocco
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Factory in Morocco
The Triumph Group supports the BSCI (Business Social Compliance Initiative) set up in
2003 by the Foreign Trade Association (FTA), the aim of which is to help member companies to improve the social management policy governing their global supply chain.
To achieve this, the BSCI initiated the publication of a Code of Conduct, the role of which
is as follows:
• To respect the freedom of associations and collective negotiations
• To prohibit discrimination, forced labour, disciplinary measures and child labour
• To ensure that the minimum legal wage is paid
• To ensure that working hours are adhered to; these should not exceed 48 hours a week
and 12 hours of overtime
• To provide employees with a healthy, safe workplace
• To respect the environment
• To introduce a social responsibility and anti-corruption policy
"All our collections are
designed in our workshops
in Marseille"
Human resources department
e-commerce meeting
As a supporter of this Code of Conduct, Triumph is under obligation to circulate it and
ensure that it is applied in all the Group’s factories. This code of ethics is included in its
Mission Statement and is also part of its family heritage.
Process planning, Quality and Purchasing departments
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Process planning department
Today, HOM employs about 60 people at its Marseille headquarters, spread over the different departments: General Management, Finance, DHR, Marketing, Design, Brand Management, Sales, Supply Chain and Customer Service.
There is a sales force dedicated to the brand in every country in Europe and Asia.
All our collections are designed in our workshops in Marseille and developed by our design, pattern-making and machining teams, who add to the brand’s technical know-how
and pass it on to future generations.
Reception
CHAPTER 4
masculinity
vs virility
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"HOM intends to reveal the
masculinity in every man who
wears its models."
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The male identity is fortunately not unique. However, there are features common to most
of the men on the planet, irrespective of their origin. Everyone aspires to success, accomplishment and competition, everyone finds fulfilment through action and the search for
intensity, and everyone is eager for pleasure.
ing macho, independent but not indifferent, confident but not arrogant, sensitive but not
fragile, tough but not insensitive to the pain of others, young at heart but not immature.
Today, we are witnessing an upheaval in societal norms. The roles traditionally allocated to
both sexes are being reshaped to create a more egalitarian, less binary world.
Throughout the world, the ideal man conforms to a paradoxical stereotype.
While holding on to the traditional masculine values (strength, control, ability to make decisions...) which are reinforced by modern society. He needs to be protective without be-
So, far from the tempestuous virility based on an ideal of physical strength, moral rectitude,
sexual power and male domination, HOM intends to reveal the masculinity in every man
who wears its models.
CHAPTER 5
our know-how
HOM is a demanding brand that sacrifices nothing to quality.
An expert in the male body, it is respectful of the male body shape
and endeavours to provide complete comfort.
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" In 1997 HOM launched
the most comfortable
boxer shorts in the
world, known as HO1."
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Whichever type of product you choose, the cut is always carefully designed by our team
of stylists and pattern-makers who have been working for the brand for many years and
who have passed on the design improvements and know-how for which HOM has become famous to subsequent generations.
In 1997, HOM launched the most comfortable boxer short in the world, known as HO1
(horizontal opening number 1). With its cup supporter (designed to support like a bra)
and horizontal opening which is practical for both left and right-handers, HO1 has become the brand’s ‘must have’. Made of cotton modal elastane, specially designed for the
model, HO1 combines comfort, functionality and style. Try it and you’ll wear it forever:
today there are many devotees who willingly confess to abandoning the more traditional
cuts in favour of this inimitable model.
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hom.com
facebook.com/hom.underwear
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"In 2012 HOM began working
on ‘body shaping’ and invented
a new figure-shaping model
to sculpt the body"
In 2012 HOM began working on ‘body shaping’ and invented a new figure-shaping model
to hide unwanted bulges and give the body an athletic look. Called SCULPT SENSATION,
this model made with compact polyamide elastane is designed without seams and is
entirely heat-glued. The reinforced parts are made using a carefully designed flocking
technology that is extremely comfortable to wear. The boxer pouch is thermo-formed...
like that of a bra.
The resulting product is shaping but remains practical with its horizontal HO1 type opening.
The T-shirt redefines the pectorals, magnifies the biceps and supports the back.
It is ideal for day wear or for the evening under a shirt.
FOCUS
made in france
To celebrate its 45th birthday, HOM
invited customers to wear a special
product made on request – not in a
factory – but in its Marseille workshop
(Southern France).
Known as the HO1 LIMITED EDITION, this collector’s item made of luxurious modal and
silk with horizontal opening and re-worked to have no visible seams has a silver “H”
which may also be fitted on a bracelet.
A special product requires special distribution: only 100 models have been made by request.
This success suggests that many more such special editions will follow. The irresistible
wave of “Hom made collector” products has a great future!
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In addition, when it comes to other undergarments, the cut is adapted to the required style:
• It may have a more covering effect on the stomach and legs for a much sought-after
neo-classical look for daytime, or may be low-waisted and short for a more glamorous
look.
• Our pattern-makers have developed a special cut for the crotch area to avoid rubbing
and the rucking-up of material which can be uncomfortable and unsightly under trousers.
• Concerning the backs of the products, some have been made without “mid-back” seams
to provide greater comfort but also to make the product more attractive if the material is
printed.
Most of the materials used are of European origin, all Oekotex certified and of the highest
quality. They have been chosen for their technical sophistication, comfort and feel: cot-
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ton elastane, micro-modal elastane, ultra-light microfibre, combed or mercerized Supima
cotton, silk, cashmere...
Furthermore, Trimmings are tiny and specific to the brand:
• For example, a stretch material is added to the lower leg hem to ensure that it is supported without pressure.
• All pouches are elasticated to ensure excellent support but also long life for the model.
They are lined for real comfort and may or may not have vertical openings. Certain models are specially assembled to enhance the male anatomy: HOM has offered men their
very first “push-ups” which have been quick to find faithful followers!
• Waistbands are either “inserted” for an elegant and understated look or fresh micro-fiber logotyped or “covered” for greater comfort.
"Great attention is given to the
trimmings, which give the models
their individual look"
• For pyjamas/homewear, the cut may be straight or closer-fitting without sacrificing
comfort. To bring in an element of change, our pattern-makers have adapted the sarouel
form for some homewear items, which gives them a much sought-after look that youngsters appreciate.
Once again, materials are very carefully selected: modal cotton, light mercerized jersey,
silk, soft fleece, very soft velvet...
To add style, trimmings are beautiful, very varied if not identical to those of ready-towear garments and demonstrate the know-how that the brand has accumulated over
the years: delicate overstitching, edging (sometimes rolled), inner bands for cleanliness
or ribbed waistbands and necklines, heat-glued embroidery panels to avoid rubbing...
nothing is left to chance and there is great attention to detail.
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• For swimwear garments, our pattern-makers have designed a short, close-fitting cut
with a flat waistband and a real fly for really modern swim shorts... directly inspired by
that worn by the most famous of British secret agents whose timeless and impeccable
look turned him into a real fashion icon.
More generally, bathing boxers have four different leg lengths (from the shortest to the
Bermuda) in order to satisfy all tastes and meet the needs of a large majority of customers.
Great attention is given to the trimmings, which give the models their individual look: flat
belt with adjustable closures and ties with an attractive metal tip for example or a welt
pocket for a stylish look even on the beach.
FOCUS
technological
product :
silver
In 2013 hom launched silver on
the market: the first undergarment
which offers protection against the
electromagnetic waves»
In 2013 HOM launched SILVER on the market: the first undergarment made with polyamide elastane, which offers protection against the electromagnetic waves given off by mobile phones. With its fine layer of silver material directly positioned on
the pouch, SILVER protects the male attributes from any harmless effects resulting
from the heavy use of smartphones.
This highly innovative high-tech material has other benefits: it is anti-bacterial, antiseptic, anti-odour, heat-regulating and easy to care for.
There has never been a product like it on the market: HOM invented it!
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Anti-negative waves
Antiseptic
Heat conductive
Antistatic
Antimicrobial
Cooling effect
Contains pure silver
Natural fibre
Washable at 30°
CHAPTER 6
brand identity
At HOM’s, as our name implies, we specialise in men.
Only men.
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"A man is much more than
just a body. It’s a presence,
a gesture, an appearance,
a personality. "
All our products have been inspired by men’s morphology. How a man is built, what
makes him feel comfortable, the way he moves naturally. How he lives. A man is much
more than just a body. It’s a presence, a gesture, an appearance, a personality.
Our ambition, is for every man to find within our offer the product which makes him feel
like himself at his best. A product is beautiful when the man who wears it feels handsome. The whole beauty of each of our products comes from their respect for the body
type of the men wearing them, the precision of the cut, the fine materials, the meticulous care for details which make a difference. The natural style of every single man.
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CHAPTER 7
our offer
Underwear - Swimwear - Homewear - Accessories
underwear
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swimwear
Homewear
Accessories
Underwear
MAIN COLLECTION
HO1
BUSINESS
TEMPTATION
BLACK ADDICT
SPORT
HOM MAIN COLLECTION - BUSINESS
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HERITAGE
e.Go BY HOM
HOM BY...
HERITAGE
e.Go BY HOM
Swimwear
MAIN COLLECTION
BLACK ADDICT
BEACH FUN
SPORT CHIC
SPORT
HOM MAIN COLLECTION - SPORT
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HERITAGE
e.Go BY HOM
HERITAGE
e.Go BY HOM
Homewear
MAIN COLLECTION
BLACK ADDICT
BUSINESS
HOM MAIN COLLECTION - BUSINESS
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e.Go BY HOM
e.Go BY HOM
Accessories
MAIN COLLECTION
CHIC
HOM MAIN COLLECTION - CHIC
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HERITAGE
e.Go BY HOM
CHAPTER 8
our collectionS
and segmentation
In addition to a selection of timeless basics that are renewed every
season, HOM offers two collections a year:
a Spring/Summer collection and an Autumn/Winter collection
of underwear, swimwear, nightwear and socks.
HOM MAIN COLLECTION - HO1
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HOM
Ho1
Horizontal Opening n°1,
best-seller of the brand since 1997.
Collector’s item launched in 2013 for the 45th anniversary of the brand.
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1. An horizontal opening at the
front which is as practical
for right-handers as for lefthanders
2. superconfort WAISTBRAND
ULTRA STRETCHY AND FLAT
3. special stretch materials
and finishings: fresh and fluid
sensation to skin
4. A front pouch ensuring the
greatest comfort and support
1
2
3
4
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the story of a UNIQUE style
Fitted with a cup supporter providing unique comfort and support and a patented horizontal opening practical for both left and right-handers, the HO1 shape (Horizontal opening No.1) has become the HOM brand’s “Must-have” and has steadily increased the number of devotees since it was launched in 1997. Today, this revolutionary shape is given
its own separate collection aimed at the new target, “HO1 man”, who demands comfort,
is a lover of established values and is looking for practicality without sacrificing design.
"This requires great dexterity
from the seamstresses"
Drawing on the fabric
Pattern cutting
HOW HO1 IS ASSEMBLED
8 stages are necessary to make an HO1 original. This requires great dexterity from the
seamstresses, who in the factory are each expert in one specific stage.
7 minutes are needed to assemble the entire product.
The HO1 Limited Edition is more complex in the way it’s assembled and actually requires
twice as long, ie. 15 minutes.
Elasticated front assembling
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Positioning of the label on the waistband
Complete product on mannequin for approval
What makes it different from the HO1 original is:
• The way the horizontal opening is sewn for a seamless effect and therefore a sober
look.
• A seamless back for greater comfort.
• The use of a sewing machine with two needles for very subtle and discreet finishings.
• The fabric covered waistband for a nicer feel on the skin.
• It features an H-shaped piece of silver jewellery to make this style one of the brand’s
collector’s items.
DE LETTRES
Unique advertising
campaigns
hom.com
1997
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1997
1998
1999
2001
2001
2011
The key moments of HO1
Letter from Bill Clinton, US president from 1993 to 2001
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Letter from Alain Juppé, French prime minister from 1995 to 1997
Letter from the Museum of Decorative Arts in Paris
HOM
business
It is the expression of a timeless
but modern masculinity.
The rather understated Business style is the result of a search for elegant, refined
detail. The underwear and homewear are ultra-comfortable to wear and are the ideal
accompaniment to the suit worn by a manager ‘dressed for success’.
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HOM
temptation
Upmarket and daring,
the Temptation style is
sophisticatedly erotic.
Real lingerie for men, it combines meticulous detail with flowing precious materials.
It is designed to serve a mature, daring, assumed masculinity. The outfits delicately
reveal the body while remaining in good taste.
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HOM
black addict
Black Addict offers a modern,
fashionable style
Black Addict offers a modern, fashionable style that serves a very assertive masculinity
and a virility that uses the elegance of black and cool colours in underwear that shows
off the male body remarkably well.
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HOM
sport
The Sport style is the most crossgenerational and a provider of energy.
Made for men who are looking to combine fashion with technical benefits, this collection supports the cult of the body and the quest for performance, combining
comfort and support and using highly colourful, technically sophisticated materials
that allow the skin to breathe.
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HOM
hom by...
In creating the innovative
“HOM by...” concept, the brand
regularly works with designers to give
them an opportunity to take a look at
a subject outside their sphere: men’s
underwear.
This is how various partnerships started: up and coming French designer Alexis Mabille and vegan brand Umasan, funded by two Berlin based designers, Sandra and
Anja Umann, concerned with all matters linking mankind to the environment.
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ALEXIS MABILLE
Sandra and Anja Uman for the Umasan brand
JONATHAN SAUNDERS
HOM BY
hom by
alexis mabille
The expression of timeless and
modern masculinity.
On June 24th 2011, for the first time in history, HOM opens the famous Paris Fashion
Week with one of the most stylish shows at the time. The brand was indeed presented with Alexis Mabille’s Spring/Summer 2012 menswear collection. It was therefore
exposed to an audience of celebrities and fashion professionals. The show was a
real success which got wide press coverage in France and abroad.
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"Alexis Mabille takes us
to a world that’s energetic,
fun and daring."
It was a very young age, while he was living in the French city of Lyon, that Alexis Mabille discovered fashion. Inspired by wandering around museums and his
family’s attics, he became interested in cutting up forgotten petticoats, pieces
of lace and other knick-knacks and sewing them back together. He later took his
first steps towards becoming a designer, when as a teenager he created theatre
and party costumes, as well as outfits for his friends and family.
After receiving his diploma from Paris Chambre Syndicale de la Haute Couture in
1997, he undertook apprenticeships at famed fashion houses Ungaro and Nina
Ricci, before joining the team at Christian Dior with whom he stayed for nine
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years. During his time at Dior he created exquisite fine jewellery for John Galliano, as well as the Dior Homme line overseen by Hedi Slimane.
2005 marked the launch of Alexis Mabille, a collection of unisex ready-to-wear
clothing and TREIZEOR, an imaginatively revisited line of bowties, while continuing his collaborations with the worlds of couture and beauty. Alexis invites us to
delve into his highly personal, frivolous, dynamic, imaginative and racy universe,
in order to discover a fresh take on unisex fashion.
One where the elements of sophistication and fantasy are taken to new charismatic and enthralling heights.
They’ve written
about it...
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HOM BY
hom by umasan
In partnership with the Ballet d’Europe
JC Gil
In 2013, HOM is repeating the experience with UMASAN, a Berlin label that uses
plant-based materials. HOM by UMASAN is an understated, flowing collection, like
a second skin, based on natural materials made from totally renewable plants and
produced in compliance with environmental standards, which combines well-being
and respect for the planet and yet delivering comfort and softness.
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"UMASAN wants people to feel
good about themselves while
protecting the planet."
With the HOM BY UMASAN collection, HOM creates a unique concept in the world of textile
by combining EXPERTISE, ECOLOGY and ENERGY, three strong values in the service of
a men’s collection. This collection will consist of items of clothing designed for 6 break
dancers performing in the show “H2O memory of water” especially created by choreographer Jean-Charles Gil as part of the opening of the World Water Forum which took place
in Marseille in March 2012.
The artistic project has a double purpose:
The first one is to provide the dancers with clothes (trousers, tshirts and coats) which
have been designed like the best fitted envelope for their bodies and movements in order to best facilitate their mode of expression. It’s a great challenge which opens up the
mind on a vision of clothing which is yet unexplored... Clothing which is together supple,
sober, almost immaterial with unstructured sometimes unexpected shapes allowing the
BODIES’ ENERGY to inhabit them and exclusively made of vegetable fibres which have
been produced in compliance with environmental laws.
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The second one is to join forces around some common identity values which are strong
and complementary (expertise, ecology and energy) to serve one single cause.
In this respect, the work on garment design between HOM, UMASAN and BALLET D’EUROPE Jean-Charles GIL has been very educational without overshadowing the cause of
water. Moreover the selected materials made of entirely sustainable plants, combine
well-being and respect of the planet whilst providing comfort and softness: micro modal is 100% biodegradable and is obtained from beech wood cellulose. Bamboo is well
known for its green qualities: it absorbs greenhouse gas and produces great quantities
of oxygen whilst requiring very little water.
‘Eco Label’ certified Seacell is a combination of natural seaweed and wood fibers and
contains minerals, vitamins and amino acids.
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The basic proposition of UMASAN’s design is pure, innovative and timeless. UMASAN
want people to feel good in their own skin without hurting the planet! Our vegan and
sustainable focus is deeply intertwined in each collection with an aesthetic language
that concentrates on form and function staying close to anatomy, kinesiology and the
highest level of taste.
Finally we create a men’s collection, which appears light, soft, simple, almost immaterial and seamless and adapts to unusually harmonious forms of movement and body
anatomy. Thus, the body determines the shape and character of each part of the collection. The colours of the collection are pure and clear in the expression and decorated in
shades of grey, black and navy.
For the HOM BY UMASAN collection our goal was to watch life and humanity carefully in
order to absorb the right energy that allows a progressive lifestyle. Well the collection is
about creating life energy. The question of what is behind material decadence?! Energy
is fabric and movement. In each fabric there is movement and all movement is energy.
Each thread is energy. Each feeling is energy. All thoughts are energy. Life is energy.
Once this energy can flow without friction it will be endless and without borders. Once
we understand the concept of this energy flow we are able to allow each fabric to unfold
freely in its universal and true natural state.
Mission of HOM BY UMASAN:
• refresh the world... in body, mind, and spirit
• inspire moments of optimism... through our vision and our action
• create value and make a difference... everywhere we engage
Sandra et Anja Umann
"Sandra and Anja Uman are
identical twins, born in Berlin
and fascinated by the world
of art, literature, Western
philosophy and traditional
yoga."
The designers
Sandra and Anja Uman are identical twins, born in Berlin and fascinated by the world
of art, literature, Western philosophy and traditional yoga. While Anja studies design to
become a fashion designer in an upmarket and avant-garde environment (Strenesse,
Wunderkind, Yohji Yamamoto), Sandra decides to pursue her passion for photography
and becomes a recognized photographer for Vogue, Gala, Bunte and many more...
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She also works as an art director on avant-garde projects. Together they launch the first
top of the range vegan brand: UMASAN with a great emphasis on green production processes as well as the natural and sustainable use of resources while protecting the animal world. UMASAN comes from UMA (mother of life and Indian mythology goddess) and
SAN meaning unity and respect.
HOM BY
HOM BY jonathan
saunders
For the first time in history, HOM has
its own fashion show at the London
Collections: Men
In June 2013, HOM announces its exceptional partnership with Scottish fashion
designer Jonathan Saunders and launches a capsule collection of underwear and
swimwear. Under the name of HOM by Jonathan Saunders, this collection was presented during an exclusive event on 16th June to a prestigious audience of fashion
and press professionals from Britain and abroad during the LC:M, the most important British event for men’s fashion.
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"Resolutely masculine cuts
with a nod to retro have been
selected jointly but
all come from HOM’s
exceptional heritage"
Jonathan Saunders is a Scottish designer who’s won many awards – in 2006 he received
the Fashion Enterprise Award, in 2007 the BFC Fashion Forward Sponsorship and in November 2012 the Emerging Talent Award for Menswear.
Jonathan Saunders has previously worked with the greatest names in international
fashion: Alexander McQueen, Pucci, Christian Lacroix, Phoebe Philo pour Chloé...
He continues to be consulted by the greatest print fabric editors worldwide.
“I’m very enthusiastic about introducing underwear to my menswear collection because
they’ve become part of men’s wardrobe. I’m also very happy to do this with HOM which is
the leading brand worldwide in this field”. (Jonathan Saunders).
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The 27 pieces of the collection offer a harmonious range of high quality printed or plain
coloured materials created especially for the occasion by the designer or taken from his
Spring/Summer 2014 menswear collection.
The colours are very fresh and sometimes even enhanced by trendy pops of bright colours.
Resolutely masculine cuts with a nod to retro have been selected jointly but all come
from the exceptional heritage of the brand which has been expert in the fields of men
underwear and swimwear for 45 years.
This Spring/Summer collection will be followed by a more wintery one with additional
colours and prints.
HOM
heritage
The HERITAGE collection is an
exceptional collection of underwear
and swimwear incorporating all the
know-how and the fundamental
values of the brand (Masculinity and
Design) for lovers of extreme comfort
and total refinement.
A totally cross-generational “concentrated collection”... created with the greatest
care by our designers and technical teams and based on the styles which have made
the brand’s reputation and success over the years.
This is the reason why the HERITAGE collection features some finely worked yet definitely modern cuts: the materials are of the highest quality, the pure, sober colours
are used plain or in stripes and are all in tune with the times. Finally, the finishes,
most of which are vintage, are all luxurious and bring style and distinction to all the
products whether they are underwear or swimwear.
This collection will no doubt make an impact in the brand’s history!
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e.Go
e.Go by hom
The new brand to wear
under your jeans.
Vintage inspired e.Go by HOM plays freely with originality and innovation by mixing
colours, messages and motifs.
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e.Go
young designers
In addition to the HOM BY concept,
HOM is also on the lookout for original
partnerships to keep on bringing a
new vision on men’s underwear while
allowing creativity.
In the Autumn/Winter 2011 season, HOM launches via eGo an original partnership
on the theme of ART TO WEAR with young students from established schools of design in France.
The first e.Go YOUNG DESIGNERS collection was born... under the scrutiny and creative eyes of students from Aix-en-Provence based ECV School. It will be followed by
3 other great partnerships with Axe Sud in Marseille, Duperré and Créapole in Paris.
eGo gave young students the opportunity to create with their own sensibility some
original styles which will bear their signature and will be distributed throughout the
world.
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Autumn/Winter 2011 collection
ECV School
AIX-EN-PROVENCE
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Spring/Summer
2012 collection
Axe Sud school
marseille
Autumn/Winter 2012 collection
DUPERRÉ School
paris
Spring/Summer
2013 collection
Créapole school
paris
e.Go
smiley by e.Go
Smiley et e.Go :
nouvelle collaboration
pour l’automne/hiver 2012.
For the autumn/winter 2012 collection e.Go wanted to innovate bringing a new
breath to the collection and so has decided to collaborate with the Smiley brand to
create a capsule collection composed of boxers, briefs, pyjamas, socks and swim
shorts for men. Graphical and playful designs have been created using the original
Smiley in a wide spectrum of vibrant pop-art inspired sunny colours. Polka dots and
stripes dominate this happy and comfortable cotton range.
Nicolas Loufrani (CEO of Smiley) says; “I am very pleased to partner with a terrific
brand like HOM and I am very excited to launch this super stylish men’s range in
time for the Autumn/winter 12”.
For HOM it was a great experience to join the Smiley World with e.Go to deliver an
anti-morose message and an happy experience in this troubled time !
The range will be available throughout Europe.
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"Eye-catching and fun
patterns have been designed
using the original Smiley in
a whole range of pop-art
inspired bright colours."
About ‘The Smiley Company’
The ‘Smiley’ company is home to one of the most recognisable symbols in the world. The
original Smiley brand was born on January 1st 1972 with the ‘take time to smile’ promotion in French newspaper ‘France Soir’. The Smiley logo was used to highlight all good
news so people could choose to read positive and uplifting articles.
40 years on the logo is now the symbol for a globally recognized brand and has enjoyed
worldwide success with extensive licensing partnerships. 25 years later with the evolution of the internet global communication changed forever not surprisingly, Smiley was
there from the beginning.
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In 1997, Nicolas Loufrani launched a universe of self expression with the brand ‘SmileyWorld’ by creating variations of the original Smiley developing expressive characters
and promoting the universal language of the ‘emoticon’. Today we have thousands of
different icons and characters.
‘Smiley’ is more than an icon, brand and lifestyle; it’s a spirit, a philosophy. It is here to
remind people of how powerful a smile is and how much a simple smile can change your
life and the lives of others around you.
10% of all sales will go to charity through the Smiley World Association, which was formed
in 2005 to help people in need by setting up health and educational infrastructures in
third world countries.
CHAPTER 9
our events
As an upmarket brand, HOM has organised or taken part in major
fashion events.
HOM celebrates its 40th anniversary at the Palais de Tokyo
with Studio Harcourt and Sidaction
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HOM celebrates its 45th anniversary and launches a limited edition of HO1
HOM is an official sponsor of the London Collections: Men
2008
40 years
HOM celebrates its 40th anniversary
around a charity event
To celebrate its 40th anniversary, HOM works with Sidaction (French aids charity)
and the famous Studio Harcourt Paris to photograph 40 international celebrities in
HOM underwear or homewear outfits.
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Coming from a wide range of backgrounds such as fashion, music, film, journalism,
gastronomy, sport, literature, comics... all these celebrities have accepted to be photographed for free to serve a charitable cause for the respect of Human Rights and equal
opportunities.
the funds raised were donated to an AIDS charity.
The photos shot in black and white in extra large format (1,20x1,50m) were sold at a
silent auction on Octobre 7th 2008 at the Palais de Tokyo in Paris during an outstanding
party attended by many guests. All the celebrities portrayed were present and 100% of
Combining style and charity, these boxers in very soft black microfibre featured a wide
red waistband bearing the message SAFE LOVE at the back and equipped with an inner
pocket to fit a condom in.
On December 1st 2008, to mark World Aids Day, HOM launched the SAFE LOVE boxers.
Part of the proceeds from their sale was donated to Sidaction.
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Sagamore Stévenin
Richard Dacoury
Julien Lizeroux
Stéphane Rolland
David Vendetta
Kenzo
•
•
•
•
•
•
•
•
•
•
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Rémy Martin
David Vendetta
Kenzo
Antoine Arnault
Emmanuel de Brantes
Marc Lévy
Bruno Solo
M Pokora
Christophe Michalak
Roland Mouret
•
•
•
•
•
•
•
•
•
•
Yvan le Bolloc’h
Julien Clerc
Julien Lizeroux
Philippe Francq
Kamel Ouali
Henk van Cauwenbergh
Yannik Alléno
Jean Paul Knott
Bruno Danto
Ali Mahdavi
•
•
•
•
•
•
•
•
•
•
Sagamore Stévenin
Tony Gomez
Arnaud Lemaire
Manuel Legris
Pascal Elbé
Stéphane Rolland
Kilian Hennessy
Thierry Marx
Benjamin Eymere
Richard Dacoury
•
•
•
•
•
•
•
•
•
•
François Levantal
Martin Solveig
Bruno Collin
Alexandre Zouari
Frédéric Diefenthal
John Nollet
Benjamin Siksou
Jean Roch
Jean-Olivier Letard
Frédéric Lopez
Created in 1994, Sidaction’s mission is to fight against HIV in a transversal way: patients’
assistance, prevention and research. The partnership between Sidaction and HOM was
based on a common philosophy on the respect of Human Rights with great emphasis on
equal opportunities.
The Studio Harcourt Paris has been immortalising celebrities since its creation in 1934.
Its style which is recognizable worldwide is inspired by its glamorous black and white
roots. Thanks to its unique lighting, the Studio Harcourt Paris enhances people’s natural beauty remarkably and produces portraits with a legendary aura. The HOM portraits
were no exception to the rule!
2013
45 years
HOM celebrates its 45th anniversary
and launches a collector’s edition
of HO1.
The HO1 collection pays tribute to the 45 years of existence of the brand by creating
a limited edition must-have style and updating the legendary HO1. The 2013 Limited
Edition HO1 is made of black micromodal and silk. Its seamless horizontal opening
has been updated for the occasion. It bears a solid silver H which can easily be worn
as a bracelet. Made in Marseille, in the brand’s own workshop, it’s sold exclusively
on HOM’s own website.
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2012-2013
LC:M
London collections: men
In January 2013, the British men’s fashion calendar starts with the London Collections:
Men (LC:M) designed to promote the wide range of British talents in fashion which is
greatly inspired by its rich cultural landscape. A major event which about 50 designers
take part in: innovating up and coming talents (Lou Dalton, Richard James, Matthew Miller...) but also some established designers such as Tom Ford, Tommy Hilfiger, Burberry,
Alexander McQueen, Paul Smith and the famous tailors of Savile Row. HOM is honoured to
be for the first time in its history the official sponsor of this type of events.
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CHAPTER 10
Our tradeshows
The brand is present at the Pitti Uomo (Florence)
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The brand is present at the Premium (Berlin)
2013
pitti uomo
In June 2013, HOM is present on the
Pitti Uomo tradeshow in Florence as
the only brand of men’s underwear
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The HOM team at the Pitti Uomo tradeshow (Florence)
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2013
premium berlin
In July 2013 HOM is for the first time
present at the Premium tradeshow
in Berlin
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CHAPTER 11
Our partnerships
HOM’s history is rich in exceptional partnerships
1997: HOM Sport in partnership with Jean-Pierre Papin, centre forward of
OM (Olympique de Marseille) and of the French national team
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1998: HOM Sport.
The official underwear of the French national team who was world cup winner that same year
In 2012, partnership with Marseille Cercle des Nageurs swimmers,
selected for the French national team.
2012
In 2012, HOM takes
the plunge...
In 2012, HOM takes the plunge and works with 8 French swimmers from the Cercle
des Nageurs of Marseille, all members of the French swimming national teams, winners of several medals and selected for the 2012 Olympic games.
• Camille LACOURT, winner of the gold medal at the Shanghai 2011 World championship and new fashion icon.
• Frédérick BOUSQUET, 67 medals and 59 records.
• Fabien GILOT Among other things, runner up for the World Championship in Shanghai 2011.
• Grégory MALLET, freestyle specialist and winner of several medals, one of which
was a gold medal in 2007.
• And future Olympic winners (Florent Manaudou, Maxime Bussière, Romain Magula, Dorian Gandin.)
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FLORent MANAUDOU
CAMILLE LACOURT
FREDERICK BOUSQUET
FABIEN GILOT
The “team spirit’” and self-transcendence, values which are proper to the HOM brand in
its approach to the product range, are confirmed by this team that’s both strong and
united by a real friendship... A partnership in tune with the image of the brand – the
image of today’s man, confident about his body, dynamic and active.
Signing session at the Galeries Lafayettes Haussmann - Paris
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From this meeting was born the brand’s new signature “Enjoy the best”!
At the same time, in France a billboard and digital campaign takes place on Materialist,
Puretrend, L’Equipe mag and GQ.
During the Olympic games, HOM will be supporting all the swimmers through a series of
animations on its fanpage (facebook.com/hom.underwear).
History will declare that Florent Manaudou will win the gold medal in the 50m freestyle,
Fabien Gilot the gold medal in 4x100m freestyle relay and Gregory Mallet the silver medal in 4 x 200m freestyle. A challenge met for HOM whose history will feature a campaign
around the Olympic Games and a beautiful partnership based on sport.
CHAPTER 12
our distribution
Europe - Africa - Asia - Autralia - Canada - Central America
SOGO Causeway Bay – Hong Kong
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Printemps Haussmann
galeries lafayette - paris haussmann
HOM is distributed worldwide in upmarket department stores and retail networks. As a
result of its “shop-in-shop” concepts, the brand is always presented in a modern, elegant, masculine environment.
In Asia, HOM has successfully its own high-end shop concepts.
SOGO Causeway Bay – HOM Swimwear Section
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Harbour City Boutique - HONG KONG
SOGO Causeway Bay – hong kong - HOM Swimwear Section
In February 2013, HOM opened its own online shop at the following address: fr.hom.com,
offering a complete range of underwear, swimwear, homewear and socks. In all, no less
than 300 models are offered to Internet users, who also have a choice of exclusive products and original gift ideas.
galeries lafayette - paris haussmann
HOM shop - MARSEILLE
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Harbour City Boutique - HONG KONG
SOGO Causeway Bay - hong kong - HOM Swimwear Section
SOGO Causeway Bay – Hong Kong
"In February 2013, HOM opened its own
online shop at the following address:
fr.hom.com"
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www.hom.com