R.Town makes a comeback on the responsible fashion scene
Disappeared in 2007, the R.Town brand returns in 2024 with a reinvented vision, technical and sustainable bags, and a new generational energy. Here’s what you really need to know.
A cult brand from the 2000s, forgotten (but not indifferent)
Created in the early 2000s by Jacques Pariente, R.Town quickly established itself as a Parisian signature with an assertive character. Distributed in over 300 points of sale (France and internationally), it has won over department stores as well as iconic names such as Colette Paris and Selfridges in London. Three boutiques open in Paris, one in Covent Garden. The identity is strong: urban, functional bags designed to last.
But in 2007, bought out by an investment fund, the brand lost its creative and commercial team. The project gradually faded away, without ever disappearing completely. The memory of R.Town lives on in those who carried it, and in particular in Cédric Beauchet, one of the people who launched it, who went on to pursue his career in the fashion world between New York and Hong Kong.
A generational renaissance by two fathers and their sons
At the end of 2024, encouraged by his son Martin, Cédric relaunches R.Town. Alongside him, his friend Sébastien and his son Milan embarked on the adventure. The family quartet resurrects the brand with the ambition of getting back to basics: bags designed for the city, lightweight, technical, durable and accessible. The design remains timeless, but the materials and manufacturing meet today’s demands.
One bag, three uses: modularity at the heart of the concept
R.Town tote bags aren’t just pretty: they’re reversible, ultra-light, water-resistant and feature a detachable pocket. In short, one bag = three uses. The product adapts to your rhythms, not the other way around. This positioning – between innovation and real utility – is perfectly suited to an urban clientele in search of mobility, versatility and common sense.
Choosing a technical (and ethically-certified) material
R.Town’s flagship material is recycled ripstop nylon, used in aeronautics and extreme sports. Lightweight, tear-resistant and waterproof, it’s a technical textile that’s now upcycled and Global Recycled Standard certified. A clear commitment to offering sustainable products without compromising on style.
A simple but demanding approach
At R.Town, it’s not about following trends, it’s about building a solid proposition. Every detail counts: meticulous finishing, thoughtful ergonomics, precise fit. Aesthetics never sacrifice function, and vice versa. The result: a bag that stands the test of time – literally.
A brand in direct contact with its community
R.Town is a brand on a human scale. Customer proximity is at the heart of its strategy. The team relies on concrete feedback to fine-tune its products. More than a purchase, it’s a dialogue. Customer service is responsive, communication transparent.
For more information, visit rtown.fr
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