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Brand History & Legacy
Goyard: A Brief History of The Luxury Brand
Jan 27, 2021
Low-key and luxurious, Goyard is one of the most discreetly recognised designer brands in the world. Yet, the average person does not know much about the designer brand besides its stylish accessories and signature monogram as Goyard doesn't advertise, list products on its website or speak to the media, and you'll never see a splashy Goyard product launch or fashion week party. That's why we've gathered some interesting historical facts about the luxury brand.
Goyard was founded by Pierre-François Martin in Paris in 1792 as the ‘House of Martin’. At some point, Pierre-François Martin mentored an employee by the name of Louis-Henri Morel, later passed leadership of the business to him and even arranged for him to get married into the family!
Thereafter, Morel decided to follow in his predecessor’s footsteps by grooming a 17-year-old apprentice, François Goyard in 1845 and when Morel died suddenly 7 years later, Goyard took over the house. Only 1 year later, the brand was officially established and dubbed ‘House of Goyard’.
The luxury brand originally specialised in boxes, trunks and packing for the French aristocracy.
The original store sign featured references to the three traditional crafts of "box making, trunk making and packing" that were at the core of its business, which was advertised as follows: "Maison Martin sells an assortment of boxes and cases; it provides quality packing services for fragile furniture and objects, as well as hats, gowns and flowers; it uses oiled canvas, plain canvas and straw for packing; manufacturer of horse carriage trunks and coat racks, it also supplies oilcloth and waterproof canvas, all at a fair price."
The ‘House of Goyard’ was officially found in 1853, just one year before the renowned Louis Vuitton brand.
The iconic Goyard print or ‘marquage’, as it’s known in France, has been a signature part of the brand since 1853. Marquaging or ‘art of the hand’ was popular in the 19th century as it was a means of differentiating between luggage makers. Crafters would hand paint their initials and number each trunk. Later, it became more of a stylish practice with many of Goyard’s notables designing their own distinct marquage.
Today Goyard’s signature print is no longer hand-painted but mechanically etched and dyed. However, personalisation’s are still hand-painted for an extra cost.
François Goyard’s son, Edmond was inspired by his ‘Compagnon de rivière’ (log drivers) ancestors when he created the Goyardine canvas in 1892.
Unlike most designers, Goyard doesn't use its first initial to structure the pattern. The dots on the fabric represent three chevrons juxtaposed to form a ‘Y’ - the central letter in the Goyard family name. Edmond’s name, written in white is the only element that truly stands out, whilst the address of the Paris store is coloured in two different shades of brown, ‘Paris’ is repeated twice and arranged in a centrally symmetrical stack.
Edmond was the very first trunk maker to build his name into his canvas and did so even before the year 1900.
Additionally, the Goyardine canvas proved a true technical revolution at a time when other trunk-makers were using plain linen cloth.
Only 233 limited-edition copies are printed (a reference to 233 Rue Saint-Honoré, the address of the brand's Paris headquarters). To add to the exclusivity, each book comes with their own storage trunk.
Although the book is no longer available to purchase, you can make an appointment at the brand’s French flagship store, should you wish to view it.
The brand offers travel goods, men’s and women’s handbags, accessories, pet accessories and custom orders, however, Goyard can only be purchased from the brand itself or trusted third-party resellers like Luxity!
Luxity provides a quality luxury online experience. You can buy or sell authentic designer items on our website with ease. What’s more, we provide FREE shipping internationally. So, what are you waiting for? Let’s get shopping!
It Wasn’t Always Called Goyard
Goyard was founded by Pierre-François Martin in Paris in 1792 as the ‘House of Martin’. At some point, Pierre-François Martin mentored an employee by the name of Louis-Henri Morel, later passed leadership of the business to him and even arranged for him to get married into the family!
Thereafter, Morel decided to follow in his predecessor’s footsteps by grooming a 17-year-old apprentice, François Goyard in 1845 and when Morel died suddenly 7 years later, Goyard took over the house. Only 1 year later, the brand was officially established and dubbed ‘House of Goyard’.
Goyard Originally Specialised in Boxes & Trunks
The luxury brand originally specialised in boxes, trunks and packing for the French aristocracy.
The original store sign featured references to the three traditional crafts of "box making, trunk making and packing" that were at the core of its business, which was advertised as follows: "Maison Martin sells an assortment of boxes and cases; it provides quality packing services for fragile furniture and objects, as well as hats, gowns and flowers; it uses oiled canvas, plain canvas and straw for packing; manufacturer of horse carriage trunks and coat racks, it also supplies oilcloth and waterproof canvas, all at a fair price."
The Longest Luggage Maker Still in Business!
The ‘House of Goyard’ was officially found in 1853, just one year before the renowned Louis Vuitton brand.
The Classic Goyard Print
The iconic Goyard print or ‘marquage’, as it’s known in France, has been a signature part of the brand since 1853. Marquaging or ‘art of the hand’ was popular in the 19th century as it was a means of differentiating between luggage makers. Crafters would hand paint their initials and number each trunk. Later, it became more of a stylish practice with many of Goyard’s notables designing their own distinct marquage.
Today Goyard’s signature print is no longer hand-painted but mechanically etched and dyed. However, personalisation’s are still hand-painted for an extra cost.
Goyardine Inspiration
François Goyard’s son, Edmond was inspired by his ‘Compagnon de rivière’ (log drivers) ancestors when he created the Goyardine canvas in 1892.
Unlike most designers, Goyard doesn't use its first initial to structure the pattern. The dots on the fabric represent three chevrons juxtaposed to form a ‘Y’ - the central letter in the Goyard family name. Edmond’s name, written in white is the only element that truly stands out, whilst the address of the Paris store is coloured in two different shades of brown, ‘Paris’ is repeated twice and arranged in a centrally symmetrical stack.
Edmond was the very first trunk maker to build his name into his canvas and did so even before the year 1900.
Additionally, the Goyardine canvas proved a true technical revolution at a time when other trunk-makers were using plain linen cloth.
There's A Book About Goyard's History But You Have to Make An Appointment in Paris to View it
Only 233 limited-edition copies are printed (a reference to 233 Rue Saint-Honoré, the address of the brand's Paris headquarters). To add to the exclusivity, each book comes with their own storage trunk.
Although the book is no longer available to purchase, you can make an appointment at the brand’s French flagship store, should you wish to view it.
Goyard Does Not Sell Online
The brand offers travel goods, men’s and women’s handbags, accessories, pet accessories and custom orders, however, Goyard can only be purchased from the brand itself or trusted third-party resellers like Luxity!
Luxity provides a quality luxury online experience. You can buy or sell authentic designer items on our website with ease. What’s more, we provide FREE shipping internationally. So, what are you waiting for? Let’s get shopping!
