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The Label's History
The Manufactures of Tannery of the Yvon family are established in Cherbourg.
From father to son, the tanneries have a string of national prizes and medals.
They supply the major brands.
Jean-Pierre Yvon, descendant of the lineage, is born in Cherbourg.
Les Parapluies de Cherbourg (film)
Jean-Pierre witnesses with fascination the shooting of the film directed by Jacques Demy, starring Catherine Deneuve. The film gets the Prize Louis Delluc in 1963.
And in 1964 the 'Prix du Festival de Cannes' (the Cannes Festival's Golden Award). Thanks to the film, Cherbourg gets famous the world over.
After his studies in photography in Paris, Jean-Pierre Yvon becomes an assistant to famous photographers, and then becomes free lance. He practises photography in advertising, fashion, art and economy reporting around the world, as much for magazines as for publishers.
Ecaille : the Shop.
Jean-Pierre Yvon decides to come back to Cherbourg and open, 30 Rue des Portes in the pedestrian centre of town, under the brand 'Ecaille' a very chique shop, dedicated to exotic gifts, which eventually becomes that of brand jewels, silks, and other fashion accessories.
Le Veritable Cherbourg.
Jean-Pierre Yvon's idea is to make an umbrella which bears the name of his hometown. At that time, the product does not exist. Feeling the urge to create, he registers the label « Le Véritable Cherbourg ». His desire : launch out three models. He wants them classical, timeless, hard-wearing with attractive design and fabric. He entrusts a subcontractor to manufacture them. The concept is strong, the success is immediate.
Jean-Pierre Yvon registers the label in Japan. He puts forward the distribution of his umbrellas to a few retailing groups. A Japanese manufacturer then offers to buy the licence, royalties in return. But Jean-Pierre Yvon decides to keep the control of the Véritable Cherbourg's production. He prefers it to be done 'at home', at the label's birthplace.
Birth of the Firm : 'Manufacture de Parapluies de Cherbourg'.
Jean-Pierre Yvon makes the leap and realizes his dream. He provides Le Véritable Cherbourg with its own Manufacture Workshop which he establishes in Cherbourg in order to gratify it with the excellence of the French 'haute façon'. A perfect gift, an icon of authenticity.
The 'Manufacture de Parapluies de Cherbourg' (SARL MAPACHE) is born.
He selects and makes his team of 'manufacturers' up, creating at first seven jobs. He gives them to understand the message : quality above all else. Efforts are then being made towards research, innovation and development.
A reference is born.
The Véritable Cherbourg becomes the reference on the subject of umbrellas.
It is the sole label that proposes a range of umbrellas adapted to everyone's liestyle.
Henceforth, the Label and the Manufacture are being chosen to make umbrellas for international luxury labels.
It offers customized products for companies as well as the embroidery of their label or brand's logo.
Improvement of each model. Wind tunnel tests : the umbrellas show higher strength.
The Repair Workshop is opened at the site. Repair and maintenance as well as the retauration of ancient umbrellas will be done on site.
The First Prize is acquired at the 'Salon de la Haute Façon', the 'Made in France' in Paris.
2008 to 2012 :
Research and innovation.
Launch of the Parapactum, umbrella for close protection.