The signature stripes of Plein Publique

For years, she was there from the very beginning and at the helm of the Anna Scott fashion brand, but she made a major change in her life—both personally and professionally. Three years ago, the itch to create struck again, and she launched the fashion label Breizh, inspired by her love for Breton stripes. She recently renamed the brand: Plein Publique. Time for a quick chat with founder Nicole Hoefsmit, who runs the label anything but haphazardly.

You recently renamed Breizh to Plein Publique. Why?

“Breizh, the Breton name for Brittany, lived up to its name. Products with an authentic Breton character—think stripes, sailor sweaters, merino wool. But conceptually, the name hadn’t quite captured the essence of the brand for a while now. In search of renewal and inspiration, I kept coming across products and ideas that didn’t fit the brand’s DNA, but were simply too fun and too irresistible to just ignore. So I didn’t. Plus: let’s be honest, “Breizh” doesn’t really roll off the tongue, does it? But the straw that broke the camel’s back was definitely a conversation I had recently at a party. I quote: “That’s great—your own brand! What’s it called? Breizh. Aaah, ‘brides’—so you do bridal wear.” That’s when I knew for sure. The time is right for a name change!

Understandable, but also exciting. Still, the Breton stripe remains central. What makes this pattern so special?

'My very first favourite piece of clothing ever was a striped Breton sweater, a souvenir from a vacation in Brittany. I couldn’t get enough of it. I have a soft spot for classics anyway. Items with class and style—reliable staples that effortlessly guide you through every fleeting fashion season. The Breton-striped sweater belongs in that list, too. So it was an emotional choice, but one with solid commercial potential.'

You started out as a designer, but now you run an entire company. Are you still involved in the creative side of things?

"That’s right, I’m a designer, so I approach the product with an eye for detail. Within the defined framework of the Breton stripe, I try to bring individuality and diversity without compromising the stripe’s distinctive character. And don’t underestimate the choice of materials! You can buy a generic, run-of-the-mill striped shirt on every street corner. But pure merino wool or high-quality combed organic cotton adds just that little bit of extra luxury to the items. Plus, all designs undergo a meticulous sampling process—from dyeing the right shade to perfecting the neckline and achieving the perfect fit. All in all, it’s a time-consuming process, but it pays off.”

You’ve led a major fashion brand before. Why are you opting for a smaller scale now?

'At Anna Scott, it was almost entirely about introducing new items in a continuous stream of back-to-back seasons. A rhythm dictated by the market, but certainly also by the demanding retailers who want a new look in the store every month. I missed the appeal of timeless pieces in the collection, and the freedom of choice in the selection that an independent online shop offers. The Plein Publique collection is smaller and much more focused. That might seem like a choice for a smaller scale, but reality is now catching up with us at breakneck speed.” Laughing: “Soon we’ll be bigger than Anna Scott ever was.”

Original text: Tanne Gielen via LOFFICIEL.