In the pithy of Paris, nestled on the lively 17 Rue Duperré, a new chapter unfolds in the already storied relationship between fashion designer Stéphane Ashpool and his beloved neighborhood of Pigalle. This chapter is called Souvenir Pigalle — a place that is not just a store but a living, evolving tribute to the memories that shaped a designer, a father, and a community.

For those unfamiliar, Stéphane Ashpool is a creative force who straddles worlds. Founder of the fashion label Pigalle and the creative mind behind some of Nike’s most memorable collaborations, Ashpool’s work has always danced between high fashion and street sensibility. His approach is intimate, often grounded in his personal experiences growing up in Pigalle — a district famed for its neon lights, music halls, and basketball courts. With Souvenir Pigalle, Ashpool continues this dance, but here he moves with the earnestness of a father, the curiosity of a child, and the warmth of a lifelong local.

The Genesis: From Memory to Manifestation

Souvenir Pigalle isn’t merely a retail concept. It is a spatial autobiography. At its core lies Ashpool’s love for creating objects and experiences that make him happy — an instinct that has guided his work for decades. This time, the spark came from his son, Jim Azzedine. Like a child learning to draw or build, Ashpool began designing a space that felt joyful and alive, a place that could reflect the spontaneity and imagination of childhood.

The name itself, “Souvenir Pigalle,” signals its essence. “Souvenir” in French carries a dual meaning: it refers to a memento and the act of remembering. Pigalle, meanwhile, is the physical and emotional home base of Ashpool’s life and career. Together, these words evoke not only the souvenirs a tourist might take home but also the deeper, more intimate souvenirs of the heart — memories, sensations, fragments of youth.

Design Language: Nostalgia Meets Playfulness

Walking into Souvenir Pigalle feels like stepping into a sunlit dream, stitched together from the warmest patches of Ashpool’s memory quilt. The interior design fuses 1950s graphic motifs with modern Japanese minimalism, resulting in a space that is at once retro and forward-looking. Soft pastel hues mirror the color palette of the nearby Duperré basketball court — a landmark that Ashpool famously revamped with artist collective Ill-Studio and Nike in 2015. Those vibrant court colors now find new life inside the store’s walls and fixtures.

Standing sentinel in the space is an elephant, chosen as the store’s mascot. In many cultures, elephants symbolize memory and wisdom — a fitting guardian for a space built on personal and collective recollection. Yet this elephant doesn’t loom ominously; instead, it stands as a gentle, almost whimsical figure, encouraging visitors to embrace their own sense of wonder.

An Evolving Story: A Store That Grows With Time

Souvenir Pigalle is not meant to be static. Ashpool envisions it as a living organism, capable of growth and change, much like a child finding their way in the world. This dynamic approach is reflected in the merchandise and programming. At launch, the store offers clothing for both kids and adults under two sub-labels: Souvenir Pigalle and Sport Pigalle. The clothing captures the same laid-back, athletic energy for which Ashpool is known, but through a softer, more familial lens.

Beyond apparel, visitors can browse through collectibles such as trading cards and curated books, items that feel personal and invite exploration. Soon, the store will welcome “Jim & Juice” — a playful line of fruit beverages named after his son — and pastries crafted by Ichaka, a local baker. This blend of fashion, art, and food forms a microcosm of Ashpool’s ideal community space: vibrant, nourishing, and deeply intertwined with neighborhood life.

A Neighborhood Project: Community at Its Core

More than just another Parisian boutique, Souvenir Pigalle stands as an act of love for the local community. Pigalle has long been a district of contrasts: historically associated with risqué cabarets and neon-lit nightlife, but also home to basketball courts, artist studios, and old-school cafés. Ashpool grew up in this complexity, drawing inspiration from its energy and diversity.

By opening Souvenir Pigalle, Ashpool reaffirms his commitment to giving back to the area that raised him. The store operates only on weekends, reinforcing its role as a community gathering point rather than a transactional hub. It invites visitors to slow down, linger, and share in a collective experience. Ashpool and his team often encourage guests to chat, explore the evolving offerings, and perhaps leave with a piece of the dream — whether that’s a sweatshirt, a book, or simply a good memory.

Childhood and Fatherhood: The Heartbeat of the Project

Jim Azzedine, Ashpool’s son, is more than just a muse; he is the heartbeat of Souvenir Pigalle. In recent interviews, Ashpool has spoken about how becoming a father reshaped his worldview, injecting new depth into his design philosophy. The spontaneity, humor, and imaginative fearlessness of children inspired the store’s lighthearted atmosphere. From the pastel colors to the elephant mascot to the upcoming juice line, every detail reflects a desire to see the world through Jim’s eyes.

There is a quiet radicalism in centering childhood in a fashion context. In a world where the industry often chases hype and seasonal trends, Ashpool has chosen to focus on innocence and sincerity. In doing so, he subtly critiques the relentless consumerism that can overshadow authentic human connections.

A Parisian Soul: Pigalle’s Enduring Spirit

Pigalle itself is a powerful character in this story. The neighborhood has always embodied a sense of contradiction — the edgy meeting the elegant, the traditional meeting the avant-garde. Ashpool’s work, whether on the basketball court or in his earlier Pigalle collections, has always embraced this duality.

Souvenir Pigalle continues this tradition by being both a shop and a sanctuary, a commercial space and a cultural landmark. The use of bright colors from Duperré’s court serves as a love letter to the neighborhood, a reminder of the joy that public spaces can foster. By rooting the store’s aesthetic and spirit in Pigalle’s visual language, Ashpool reinforces the notion that fashion is most powerful when it emerges from a specific place and community.

Looking Ahead: Growth as a Philosophy

While the store’s current offerings already create a rich tapestry of experiences, Ashpool envisions constant evolution. The decision to gradually introduce elements like Jim & Juice and Ichaka’s pastries is emblematic of this philosophy. Souvenir Pigalle will never be finished — it will morph with seasons, moods, and community needs. This refusal to remain fixed stands as a metaphor for both childhood and creativity: always shifting, always curious.

In the coming months, visitors might find new installations, collaborative art projects, or limited-edition product drops. Ashpool has hinted at possible workshops, neighborhood events, and even educational initiatives for local youth. Each layer will build upon the last, like brush strokes on a growing mural.

The Emotional Architecture of a Store

At its essence, Souvenir Pigalle is an experiment in emotional architecture. Rather than building a store solely to showcase and sell goods, Ashpool has created a space to house feelings — nostalgia, joy, wonder, community pride. Every design decision, from the pastel shades to the elephant mascot, is intended to evoke a specific emotional response. It is an invitation to remember, to play, to dream.

This approach aligns with broader shifts in retail, where experience and emotional resonance often outweigh mere product acquisition. Consumers today seek meaning, storytelling, and authenticity, and Souvenir Pigalle delivers all three in abundance.

A Call to Visit: An Invitation Beyond Shopping

Currently open on weekends only, Souvenir Pigalle extends an open-hearted invitation to locals and travelers alike. Rather than rushing through, guests are encouraged to experience the space at a child’s pace: slowly, curiously, and with a sense of play. It’s an invitation to reconnect with the part of ourselves that collects small joys — the part that understands a trading card can hold as much magic as a rare sneaker drop.

Ashpool hopes that visitors leave not just with items but with a sense of connection to Pigalle and its creative spirit. Whether through a piece of clothing, a book, or a sip of juice in the coming months, each element is designed to nurture the visitor’s own memory bank, to become a personal souvenir in the truest sense.

Ideation

With Souvenir Pigalle, Stéphane Ashpool has woven together threads of memory, community, and family into a living tapestry on Rue Duperré. It is a project that transcends commercial ambition to become a cultural and emotional landmark. Through the store, Ashpool honors Pigalle’s multifaceted soul, celebrates the imagination of his son, and offers a space for all to find a piece of home in the heart of Paris.

As it grows and evolves, Souvenir Pigalle promises to remain a beacon of creativity and warmth — a reminder that fashion, at its best, is a conduit for human connection and storytelling. It is, in the purest sense, a souvenir: a keepsake of moments shared, dreams realized, and communities embraced.

So next weekend, if you find yourself in Paris, step inside 17 Rue Duperré. Greet the elephant. Browse the books. Pick up a trading card. And perhaps, leave with a small reminder that in the city of light and love, there is still room for childlike wonder — and a souvenir or two to carry it home.

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