The Renoma brothers, Michel and Maurice, successively introduced double-breasted blazers with four metal buttons, blazers made from military fabrics, US Army flare pants, ultra-fit suits in velvet of green, garnet red, and purple, and shirts crafted from decorative fabrics. They shattered the conservative fashion norms of the time, creating fashion for the youth and revolutionizing menswear.

From students of the prestigious Lycée Janson-de-Sailly on Rue de la Pompe to gangsters, artists, and politicians, the shop attracted a diverse clientele, quickly becoming a new hub for unconventional, uncompromising fashion.

The client list included luminaries such as Dalí, Picasso, Bob Dylan, Eric Clapton, John Lennon, Andy Warhol, Serge Gainsbourg, Yves Saint Laurent, Karl Lagerfeld, Jacques Dutronc, Françoise Hardy, Catherine Deneuve, Brigitte Bardot, and Jean Seberg. It was truly an illustrious roster. From 1970 onwards, renoma products began to be sold worldwide.

Maurice Renoma continues to convey renoma's unique, timeless worldview, not only through his passion for fashion but also through its advertising campaigns featuring Birkin and Gainsbourg, and its photo exhibitions of James Dean, Jimi Hendrix, The Rolling Stones, and the Beat Generation, all adorned with graphic designs.

To celebrate its 50th anniversary, renoma is releasing jackets and blousons, once favored by Serge Gainsbourg, John Lennon, and Andy Warhol, in a modern interpretation through a joint project with Maurice Renoma and UNITED ARROWS, available exclusively in Japan.

Furthermore, to commemorate renoma's 50th anniversary on October 23, 2013, a book on renoma will be published by Martinière Publishing in France.

renoma
http://www.renoma.jp/