Nice Matin: clothing store, events... at 25, he brings the seventies spirit back into fashion in the Gulf of Saint-Tropez
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At 25, Jules Paturle has revived the "java" phenomenon on the beaches of Pampelonne and in Saint-Tropez's festive establishments. We met with this enthusiast of bygone eras.
The sea, parasols, and the sound of cicadas in the background. These are the ingredients that inspire this young man daily.
At just 25, Jules Paturle has carved out his own identity under the Tropezian sun with Bleu mon Jules. "It's much more than a clothing brand; it's also a lifestyle," he proudly proclaims.
Indeed, this true lover and nostalgic of Saint-Tropez of yesteryear attempts to infuse a new seventies vibe into his creations, whether they are clothing or events.
In his boutique, linen shirts and workwear are entirely customized by hand, by local painter artists as well as by English and Greek professionals.
"I like to represent the female body, the sun, or a marine anchor... these are symbols that characterize the South," he explains.
A Creator Appreciated by Locals
For two years, Jules has set up shop in the old town, selling his clothes in collaboration with Corsican designer Tafanelli, in the village's smallest boutique.
"It's only 9m2, but it's my little cocoon! I like the niche retail aspect; it truly represents me," he notes. His space has also become a true landmark, where locals stop by daily.
"Hi Jules, do you still have this t-shirt in size M for my dad?" asks a regular. "And I'm looking for this swimsuit model," interjects another.
Beyond his Tropezian clientele, Jules also enjoys considerable popularity in other regions of France. Some loyal customers travel from Lyon or Lille to find one of his creations.
This success is mainly due to his explosion on social media, where his videos accumulate thousands of views.
Instigator of Tropezian Javas
In his posts, Jules shares excerpts from the "blue" javas he has been organizing for two years. "I wanted to recreate a festive atmosphere like in the 70s and 80s..., he introduces. With a friend, we organized the first event in a reception hall along the beach road. The goal was to offer an accessible party with popular music and a dress code: blue or a sailor shirt. Nearly 250 people came!"
Quickly, his events gained momentum, and several festive establishments contacted Jules to animate their evenings. "We collaborated with several restaurants in the Gulf, but we also deployed our javas in Toulouse, Gruissan, Marseille, and even Lille," he proudly states.
For the future, the Varois hopes to continue this momentum and wants to export his Tropezian touch to the capital: "It would be great to produce one in a Parisian cabaret."
For Jules, this adventure began during lockdown in spring 2020. "At that time, I was working in catering, but I wanted to embark on new projects," he announces. "I first created my Instagram page, with the same name as my brand. On this platform, I filmed interviews with people I met by chance in the village and asked them about a memory related to the color blue."
Very quickly, the young man developed this concept and traveled through France with just a blue canvas and a chair where he posed his models. "I stopped on the Promenade des Anglais in Nice and on Place du Tertre in Montmartre. I needed to explore and meet new people."
A successful tactic. Thanks to the videos, he gained several thousand followers in a few months. "Once this first project was accomplished, I decided to create my first Bleu Mon Jules t-shirt and the entire universe gravitating around this brand...," he reveals.
