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Asphalte, the ideal men’s wardrobe on demand

When he launched Asphalte in 2016, William Hauvette wanted to solve a simple problem: how to sell reasonably priced clothing that costs a lot to produce?

This EDHEC graduate entrepreneur had already created a men’s knitwear brand at the age of twenty-five, Six&Sept, with a classic production and wholesale distribution model. Large collections and high costs related to stocks and resellers’ commissions, leading to high sales prices. The brand never took off. William and his associates, therefore, decided to review their model from A to Z to return to the objective of those early days. To make themselves useful by giving more meaning to the clothes. To be successful, they knew that they had to cut all of the costs that didn’t concern the product and service. This meant limiting stocks and intermediaries and offering the right price all year to avoid the logic of a sale.


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