The Trademark: A Boutonnière of Potato Blossoms

The brand name "PARMENTIER" originates from Dr. Antoine-Augustin Parmentier, an agronomist who saved France from famine through the development and popularization of the potato.

Rihito made his runway debut at Paris Fashion Week in 1996. The name of the station nearest to the hotel where he stayed was "Parmentier." At this station on Metro Line 3, a stone statue of Dr. Parmentier offering potatoes to the poor is displayed on the platform.—The project began with this story.


In the late 17th century, potatoes were a delicacy for the aristocracy in France. However, they were not widely adopted as food by the general populace, who found the taste bland. For those who could not afford seasonings or meat, let alone bread, potatoes could only be eaten plain. Even amidst the famine of the time, people did not eat them.

Amidst this situation, Dr. Parmentier cultivated potato fields with the support of King Louis XVI of France. During harvest, he posted signs stating, "These potatoes are delicious and nutritious. They are food for royalty. Those who steal and eat them will be severely punished." Upon seeing these signs, local farmers, who had previously been reluctant to eat potatoes, became curious and began to taste them. Through this unique method, he contributed to the popularization of potatoes among the masses and saved France from famine.

For his service in saving his country, Dr. Parmentier was granted an audience with King Louis XVI of France. It is said that on this occasion, he presented the King with a boutonnière made from potato blossoms. In homage to this sophisticated Parisian, the name was adopted for the brand, and its debut from ÉDIFICE was decided for this autumn.



The release of PARMENTIER also represents a special project between ÉDIFICE, a long-standing select shop of French chic celebrating its 20th anniversary, and Norio Osumi, director of the company's web magazine "Élément" (http://edifice.baycrews.co.jp/element/). The style is classic modern, with keywords including sophistication, intelligence, maturity, and restraint. The trademark is a boutonnière of silver-shimmering potato blossoms.



ÉDIFICE web magazine Élément
http://edifice.baycrews.co.jp/element/