Moitié Moitié, the new committed thrift store we love!

At the head of this project are Josselin Vieu, who holds a master’s degree in digital strategy, and Elisa Grosman, a photographer. These two young people from Lyon have created the Moitié Moitié brand. They offer second-hand clothing and customization. Their first collection focuses on the theme of sexual consent.

An eco-responsible and committed brand: we explain everything!

How did the Moitié Moitié concept come about?

“We’ve been passionate about thrift shops for some time. Alarmed by the ecological issues surrounding the textile industry and wanting to deconstruct the codes of classic fashion, we created Moitié Moitié. The idea is to sell second-hand clothes in a gender-neutral way. The added value of the project is really our customizations, and that’s what has opened a lot of doors for us, notably with influencers like Marion Séclin or media like Paulette.”

An eco-responsible approach, because we want to wear ethical, sustainable fashion…

Where do you source your pieces, and how do you add the Moitié Moitié touch?

“We go to a wholesaler where we select piece by piece. We also often go to garage sales, where we can find nuggets if we look hard enough. At Moitié Moitié, we’re very inspired by the 80s, an era that’s very well represented in our selection, or through our customization work.”

Is customization a form of up-cycling?

“Customization is a form of upcycling. The goal is to give a second life to these clothes and deliver a message through our creations.”

What do you mean by “ethical fashion”?

“For us, ethical fashion means consuming better and more usefully. In other words, buying second-hand clothes and favoring small local companies that produce their clothes in an eco-responsible way. It’s a real wake-up call when it comes to our clothing consumption.”

Why did you decide to get involved in sustainable fashion?

“Because textiles are the second most polluting industry in the world. We couldn’t conceive of setting up a project that didn’t meet the ecological challenges facing our beautiful blue planet.”

… and a social commitment, at a time when codes are being shaken up!

You also promote non-genre fashion. Why is this important to you?

“We can’t believe that even today, a girl or a boy can’t dress the way they want, under penalty of judgment or even reprisal. Hence our desire to create a non-gendered fashion.

Your first collection is about sexual consent. Is it a response to Me Too, a way of expressing oneself and asserting one’s rights through clothing?

“Yes, totally! The idea was above all to show hard-hitting messages on themes that are close to our hearts.”

What message do you want your clothes to convey?

“Quite simply that you can dress however you like without having to worry about other people’s looks.”

2021 is shaping up to be another chaotic year, but Moitié Moitié has a lot in store for us!

What are your next goals, your biggest dreams?

“It’s not easy to dream when you’re an entrepreneur in these troubled times! But one of our main objectives is going to be to develop our customizations and why not have our own workshops.”

Where can we find you in the New Year? (events, pop-up stores, showrooms)

“On January 30 and 31, we’re taking over a pop-up store at 11 rue longue in Lyon, thanks to the @Artstep collective.

Would you like to extend your eco-responsible approach beyond clothing?

“We’re thinking about quite a few projects, particularly those linked to our eco-responsible approach. We’re also big music fans and would love to set up our own music show. In fact ( spoiler alert) we’re going to find ourselves dressing musical artists for Arty mag’s live sessions.”

Thanks Moitié Moitié!