Imagine an entire wall covered in white fabrics, each unique. An array of them superimposed up to the ceiling showcasing several hundred shades accentuated by variations in weave and texture. The interplay of light highlights categories like brocaded poplin, cotton piqué, linen, oxford, twill and batiste. On the second floor of Charvet, dedicated to the production of made-to-measure shirts, customers are invited to choose the fabric for their custom design.

"We create new whites twice a year. We combine different finishes, yarn thicknesses, weaves... Based on the principle that to choose is to compare, we give our customers the means to compare," said Jean-Claude Colban, the company's director, alongside his sister, Anne-Marie. The same infinite number of shades extends to other colors, resulting in thousands of fabric options – 6,000? 8,000? "We've lost count..." Fabrics are presented in sample pieces so that customers can better imagine the texture, fluidity and transparency of the fabric. It is enough to make you dizzy.

Chez Charvet, attention to detail is paramount. Nothing is compromised – neither quality nor customer experience. In the kingdom of clothing and good taste, self-sacrifice is the keyword. "I'm often demoralized because every time I create something, it is not exactly as I'd imagined it!" said Jean-Claude, who meticulously designs the plethora of available motifs. Affable and thoughtful, Jean-Claude and Anne-Marie, guardians of this extraordinary know-how, took us behind the scenes of their house, where sales areas and garment workshops coexist.

Horde of socks

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