French Deal is the culmination of a long journey driven by my passion for Hip Hop.
More than just a genre, it’s a rich artistic current affecting music, dance, fashion… Hip hop has opened up many opportunities for me, ever since my adolescence.
These two professional I begin as a hip hop dancer for the « O’Tentick » company, followed by a professional career marked by an intense routine of concert dates and music video shoots.
In 2002, thanks to much hard work, I’m able to join music label B.O.S.S (Boss Of Scandalz Strategy) as Tour Manager and collaborate with the biggest names of French rap of that time.
Experiences shape my vision of Hip Hop and just add to my existing enthusiasm for streetwear fashion.
Being a passionate collector, I regularly go to New York, the streetwear capital of the world, to find items that haven’t yet shown up in Paris. My discoveries attract attention, streetwear fans love them, are even passionate about them. My name spreads quickly in the worlds of Hip Hop and sports and I become a stylist for top names on photo shoots, TV shows and public events.
Building a bridge between the United States and France, I develop, without realizing it, the basis for the « French Deal » label.
I’m often asked where the name « French Deal » comes from.
« French » comes from the nickname « Frenchy » that my US suppliers gave me, while « Deal » derives from the urban culture expression for a purchase « make a deal » .
Encouraged by these early successes, I decide to deepen my knowledge of materials and design and express my creativity through my first collections. I envision a complete male wardrobe : bib shirt, leather jackets, fitted pants.
French Deal evolves, combining a high quality, rigorous craftsmanship with the spirit and style of streetwear. For my associates, Ian and Ousmane, and for myself, everything is in the details. The subtlety of the work, the exactness of the cut, the sourcing of materials that go into the creation of our products – nothing is left to chance. This is the vision of fashion that brings us together today.
Hip hop, streetwear fashion and sports have been with me forever. These cultures are in constant synergy and influence one another.
Today, even as a professional NBA basketball player and member of the Equipe de France, I always keep an eye out for new designers, am always on the lookout for unusual items. I love bold combinations, my taste is anything but conventional.
The instinctive take on fashion I share with my associates is what enables our creative expression. Joining the French Deal label was a natural choice.
From Stade Rennais to Lazio Rome, and the Equipe de France, my professional soccer career has opened many doors for me, and my 10 years in Italy have had a real influence on my outlook on fashion.
It’s particularly in Milan, a city world-renowned for its designers, that I develop a taste for beautiful materials, appreciate the comfort of a well-cut suit and the art of combining colors.
I find this attention to detail in Steeven’s frst collections.
French Deal represents what I look for in fashion and streetwear: hip hop-inspired pieces combining quality fabrics with original cuts.
I collaborate on the development of the collections by sharing ideas inspired by my trips around the world, especially to New York, London and Milan, my favorite cities.