Our Story

Meet Bichōn®️, U.S. slow fashion brand born in 2019 of a French soul who was yearning to pay a hip tribute to its adoptive land of blossoming.

The ethical brand (Primarily Made in USA / eco-conscious / philanthropic) features 100% cotton essentials, embroidered in Miami where Bichōn®️ was born. Its designs that revisit the clichés of iconic cities in the USA intend to capture the bright side in any scenery and spread the good vibes towards proud locals and savvy tourists looking for an authentic souvenir.

Created by Marilou - raised in the 80s nearby Paris, the City of Lights - Bichōn®️ unveils a fascination for other vibrant lighting. With glow in the dark embroidery, the DNA of the brand, Bichōn®️ is a nod to the neon lights of the U.S landscape : from the Art Deco frontages of Miami Beach to the retro motels of legendary Route 66 and extravagant casinos along the Vegas Strip.

Overall, Bichōn®️ that supports the philanthropic Miami foundation Angel Watching Over Me is a homage to Mimi, extraordinary woman, grandmother and seamstress who was passionate about “couture” and empowered Marilou to bring Bichōn®️ to life.

Now, what are you waiting for to “bichonner”* yourself and your beloved ones? Shop Bichōn®️ first collection, a celebration of the neon-tinged city of Miami.

*From French : spoil

Photo credit : @sylvainvonk