Top Shop || Crime, La Rochelle, France




We are continuing our “Top Shop” feature in our stockists section and will be running some interviews on a few select retailers in the next few weeks. We’re jumping off this revived series with Crime skateshop in La Rochelle, France. Francois requested we keep the interview in french as well as the points and feel of the interview are better represented in his native language.

VITALS

CRIME Store
8, rue Eugene Fromentin
17000 La Rochelle
Facebook: Crime store
www.crimelarochelle.com
contact@crimelarochelle.com


What is the philosophy of the shop?

Crime is a skateshop, sneakershop and streetwear shop, at its best!

Crime est un skateshop, sneakershop et streetwear a son meilleur!!


What is the focus of the shop?

L’objectif principal du shop est de transmettre notre passion pour l’art de la rue et ce par le biais evidement du skateboard, de la peinture, de la culture Fixed gear, de la musique, du tatouage, de la shoes et du textile. Du coup le choix de nos marques presentent dans le magasin est crutial, tu peux y trouver: STUSSY, OBEY, THE HUNDREDS, CTRL, WEMOTO, CLEPTOMANICX, PENFIELD, ALIFE, VANS, ADIDAS, NIKE, SUPRA, REBEL8, KREW, QHUIT, 5BORO, TRAFFIC, WESTERN EDITION, HATE et bien d’autres.
D’autre part nous avons le lancement de notre propre collection CRIME: “ANCRE DANS LA PEAU” prevue pour Janvier 2010 et qui sera egalement la pour enfoncer un peu plus le clou.

The main objective is to transmit our passion for the street art and everything that goes with it, skateboarding, painting, fixed gears, music, tattoo, sneakers and clothes.
Therefore the choice of the brands we have in the shop is crucial, you can find: STUSSY, OBEY, THE HUNDREDS, CTRL, WEMOTO, CLEPTOMANICX, PENFIELD, ALIFE, VANS, ADIDAS, NIKE, SUPRA, REBEL8, KREW, QHUIT, 5BORO, TRAFFIC, WESTERN EDITION, HATE and more.
We are also launching our own collection range in January 2010 “CRIME: Anchor in the skin”


Who are your customers?

Comme je le disais precedement CRIME est la pour mettre en avant tous les aspects culturels et artistiques de la rue. Du coup notre clientele en est l’image , ca va du kid qui cherche une deck a la qualite et graphisme parfait, le sneaker addict qui vient trouver une exclue en shoe, les fans de sape pointue et qualitative, ou tout simplement l’acheteur impulsif qui craque sur un produit dont la marque lui est inconnue mais pour lequel le grapshime et la qualite l’ont seduit.

As I said before Crime is here to represent all the aspects of the street culture. Our customers are the street culture. It goes from the kid who wants a quality deck with dope graphics, the sneaker addict who is looking for a limited edition, the fan of quality and trendy clothes to the “impulsive buyer” that will love a product, not for the brand (that most of the time he doesn’t know) but because he has been seduced by the graphics and the quality.





What type of scene is thriving at the moment in La Rochelle, France?

En fait chaques scenes a son importance et son role dans la vie de La Rochelle. Niveau skateboards la scene est super. Les gars ont un etat d’esprit parfait et le niveau est vraiment haut. Des mecs comme fabien chaigne ou rudy prome sont de vrais moteurs: ils filment, font des tofs et sont toujours sur-motives pour faire une session. C’est le meme niveau zic avec des groupes comme ROBOT ORCHESTRA niveau HxC ou Bones niveau Dj qui sont super dynamiques. La scene FIXIE est en plein essort. Les bars comme l’Oscar, La Java des palluches font des soirees casi tout les soirs. Bref tout ca mit bout a bout fait que la scene est super active sur La Rochelle et donc pour CRIME.

Each scene has its importance and role in the life of the city. The skateboarding scene is awesome. The locals have a really good spirit and the level is strong. Guys like Fabien Chaigne or Rudy Prome are a real source of motivation: they are filming, photo shooting and are always down for a sess’. It’s the same if you talk about music with bands like Robot Orchestra or DJs like DJ Bones, it’s all really dynamic.
The Fixie scene is growing fast. Pubs like Oscar or La Java des Palluches are having happenings almost every night. All this placed end to end makes the scene very active in La Rochelle city and of course in Crime Store.


How are the customers that visit your store influenced?

Je pense qu’internet est le moyen aujourd’hui le plus puissant, rapide et efficace pour la communication . Soma mag fait un super boulot pour developper la scene Francaise niveau presse ecrite. Ceci etant dit il y a des choses qu’internet et que les mag ne pourront jamais remplacer: C le contact humain, le contact physique. Et la, le team, les soirees, les evenements, les vernissages, les concerts bref tout l’aspect ‘street marketing’ fera ce travail.
Enfin je pense que le choix des marques et donc des produits fera aussi l’interet pour le shop car il y aura un exclu et les gens on aujourd’hui besoin de ca. Il faut mixe l’impact du net avec un activite forte: Facebook ou le online et les mags papier pour un vison global et le street marking pour l’influence local. Je pense que c’est la clef et c’est ce que nous essayons de faire avec CRIME.
Parcontre pour la tv n’oublies que nous sommes en France!!!! Nous avons seulement 15 chaines!!!!Alors la tv comme communication on en est loin…. Mais la aussi on y vient il y a des choses qui arrivent.


I think Internet is the fastest and the most efficient and powerful way to communicate. But written press can also be very good with titles like Soma, these guys make an incredible job for the French scene!
However I think that nothing will never replace the human, physical contact. This is where a team, parties, exhibitions, concerts are important to influence the local scene. In fact you will always need a strong street / local marketing.
I also think that the choice of the brands and the products is important for the store because we are offering products in exclusivity and that’s what customers are looking for today.
You need a good mix of the influence of the internet with a strong local activity: Facebook (or online ads) and press ads to give a global vision and some street marketing for the local scene. At Crime we think this is the key of success.
Re TV we are in France, and we only have 15 free channels….TV as a way of communication is pretty far away for us. However you can now find free TV on the web and that could be interesting.





Why do you think Official is a brand that fits in your store well?

Tu sais la france est en retard niveau street culture mais les choses changent petit a petit. Des shops comme Ftc, Supreme, Huf ou DQM par exemple qui sont des skateshops quoiqu’on en dise ca n’existe pas vraiment en France. Tu vois les skateshops sont pour la plupart “vieux ‘dans l’esprit et se limitent aux majors. En fait soit tu as un shop super hype comme Colette, starcow, rice and beans qui vont chercher des marques fortes et creatives, soit tu as les skateshops classiques, mais rares sont ceux qui mixent les deux.Mais ca commence un peu a changer avec des shops comme Milk sur Nantes, nozbone sur Paris ou encore ROCKSLIDE sur Niort qui vont dans le bon sens. Eh bien CRIME va egalement dans ce sens en ouvrant sa clientele en allant chercher des marques undergroud et impliquees dans la street culture. C’est pour ca que nous pensons que OFFICIAL doit etre present chez CRIME. C’etait une evidence.

France is quite late compared to some other countries in terms of street culture but things are moving. Stores like FTC, Supreme, Huf or DQM are skateshops you couldn’t find in France. For most of them, French skateshops are old fashioned and only carry majors.
Actually, you are either supra hype with a store like Colette, Starcow, Rice and Beans that are looking for strong and creative brands or you have a traditional skate shop. Stores that are combining both (skate and fashion) are pretty uncommon. You can start finding some like Milk in Nantes, Nozbone in Paris or Rockslide in Niort and this is where Crime is also heading to. We are trying to broaden our target of customers by looking for underground labels that implicate themselves in the street culture. This is the reason why we are thinking that Official has to be in our racks, next to the other brands. It’s an evidence.


Shout outs:

Ecoute merci a vous pour nous laisser ce temps d’expression c vraiment cool. Merci a tout les gens qui nous soutienent.Checker la sortie de la video: FRAME by FRAME (http://www.behindthelens.fr/ ) qui va tout casser pour sur. Venez decouvrir la collections CRIME : “encre dans la Peau” des janvier 2010 et toutes les autres marques chez CRIME au shop ou sur le webstore (courant decembre 2009) ainsi que les superbes toiles de l’artiste: HELENE GROLLEAU. Long vie a OFFICIAL!!!!!!!!!

Thanks to you to let us talk about Crime and our products, it’s really cool. Thanks to all the people that support us and stay tuned for the launching of the video Frame by Frame (http://www.behindthelens.fr/ ). Feel free to come and discover the new Crime range “Anchor in the Skin” in Jan 10 and all our other brands straight at the store with at the moment the exhibition of our Crime Artist Helene Grolleau. Also make sure to check our webstore in December 09.

VIVA OFFICIAL!