Our Story

Meet Bichōn®️, U.S. apparel brand born in 2019 of a Franco-American soul who was yearning to pay a hip tribute to its adoptive land of blossoming. Its embroideries that revisit the clichés of iconic cities in the country intend to capture the bright side in any scenery and spread the good vibes towards all American lovers

Bichōn®️, which advocates to shop slow, ethical and sustainable, features refined essentials for men, women and kids, primarily Made in USA and 100% cotton. Since day 1, in an industry that needs a revolutionary change with people and planet valued over profit, Bichōn®️ has been striving to commit to the human, environmental, and economic concerns of today. In 2020, pursuing this relentless effort, Bichōn®️ has been starting its transition towards Made in USA, certified organic cotton apparel.                             

Created by Marilou Desnoulez - raised in the 80s near Paris, the City of Lights - Bichōn®️ unveils a fascination for other vibrant lighting. With glow in the dark embroideries - 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 glitzy casinos along the Vegas Strip.

Philanthropic, Bichōn®️ supports Angel Watching Over Me and 500 Projects of Love, non-profit organizations respectively in Miami and Las Vegas, the cities it honors. An overall homage to Mimi, extraordinary woman and grandmother who dedicated her life to noble charities, was passionate about “couture” and empowered Marilou to make of Bichōn®️ an exciting reality.

Now, what are you waiting for to “bichonner”* yourself and your loved ones? Shop Bichōn®️ creations, a celebration of the neon-tinged cities of Miami, Las Vegas and New York City! 

*From French : spoil

Photo credit : @sylvainvonk

And for the curious ones wondering about the story behind the name Bichōn®️, the mystery is solved here!