Le Slip Français, which has promoted its Made in France products since its founding in 2011, is now aiming to tackle the American market.

And to meet its goal, the team from le Slip Français has adopted a somewhat unorthodox approach. "We still don’t have the means to finance a classic-style campaign," said William Gibault, the co-founding head of the brand. "The idea was to create a project that would bring in revenue as well as bringing attention to the brand."

The brand has created a campaign on the leading US crowdfunding site Kickstarter, entitled "Very Love Trip". It will be accompanied by a "viral" and "quirky" campaign, according to Gibault.

Customers are encouraged to pre-order products from the special collection, which features briefs, t-shirts and swimsuits as well as unique objects such as a dog figurine. With the money collected, participants can help Leo, the brand’s plastic mannequin, find his sweetheart Sherry (also made of plastic), who returned to the US at the end of Paris fashion week.

If the brand’s goal of 30,000 US dollars is reached, le Slip Français will take off on a three-week road trip on March 9 starting in New York. Upon arriving in Los Angeles, the team will open a pop-up store to present its products. 

Four hours after the campaign’s launch, the brand had collected more than 1,000 US dollars. If it exceeds the expected amount, the brand will use the funds either to expand its presence in the US or to further marketing efforts.

"We’re trying to engage with our community, which includes 50,000 fans on Facebook and over 9,000 on Twitter," said William Gibault. "And we’re in contact with a news agency in the US and will be working on Facebook and Instagram to stir up the interest of the American media. For now, we don’t have customers in the US but we’ve made some initial contacts, especially with department stores. This is also a way to make them aware of our brand." 

The company, which primarily sells men's underwear, opened its first store in Paris last year and recorded a turnover of 1.5 million euros in 2014. 

Olivier Guyot with AFP

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