a French icon in danger

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It’s an icon born in Marseille (Bouches-du-Rhône) who keeps many French people warm. Jott has made a specialty of its light and colorful down jackets. A success story now threatened. The brand has been placed in receivership. Bad news for customers. “I find that a shame, because it’s the kind of brand I like to consume”regrets a customer. “It’s a shame because it’s a nice brand. It’s a shame and it surprises me”underlines another. “I really have the impression that everyone wears down jackets. I thought it was a brand that was doing quite well in France, in any case”explains a man.

Nearly 200 employees are affected, they could lose their jobs. “It’s something that plunges us into an atmosphere that is not very joyful”confides an employee.

A family story born in Marseille in 2010. Two cousins ​​aged around twenty then created the brand. These down jackets are exported throughout France and even abroad, with 100 stores in total. And in 2021, Jott was bought by an investment fund associated with LVMH. The objective is clear: to make it an international brand. An ambition faced with a difficult context with the emergence of low-cost Asian brands.

“Jott submits to a certain number of regulations, obligations, taxes, etc. So its main competitors do not have this kind of problem. And it is a subject for us, obviously, it is what we are fighting against”indicates Jocelyn Meire, president of “Mode in sud”, a union of companies based in Provence-Alpes-Côte d’Azur. In case of cessation of payments, the company has six months to recover.