Jott, outerwear comes to town.
In 2010, Mathieu and Nicolas Gourdikian launched their brand specialising in ultrafine take-it-anywhere padded jackets: Jott, as in "Just Over The Top". Easy to slip into a pouch, these quilted winter jackets have immediately shown their appeal through their urban style, comfort and practical nature. The Basic down model, the brand's first-born, is today available in a variety of colours.
The small brand that's on the climb.
The story begins after a trip during which Mathieu and Nicolas Gourdikian suffer from the effects of the rain and cold. Although somewhat disagreeable, the getaway proved to be a turning point, since it lead the two cousins to imagine urban winter jackets and blousons designed to protect anyone who has to put up with extreme weather. Lightweight and easy to pack up into a small pouch, their first model was designed, above all, to be practical. In 2011, Jott's young designers presented 6 quilted goose down coats in their assigned in-store spaces, which they offered in 18 different colours. The 25,000 pieces they had produced sold out within a few weeks - a level of success that, three years later, would enable the two cousins to open their first boutique in Marseille.
Today, Jott has added a number of items to its range of jackets: sleeveless versions, hooded versions and reversible jackets, available in a multitude of colours. Next to the goose down padded jackets for women, the items for men and the brightly coloured jackets and coats for children, there are a range of accessories, hats, scarves and wool gloves.
"Padded jackets for all seasons"
That slogan sums up very clearly one ambition of the two designers - to be just as much a part of the padded jacket market in summer as in winter. For summer, there are vibrantly coloured jackets, and lightweight quilted and sleeveless versions with pastoral prints. In 2017, the collaboration between Jott and Armor Lux confirmed this trend with the creation of a padded jacket for spring with blue and white stripes reminiscent of a mariner's top. "Everybody can be Jott", proclaims the brand, hoping to conquer a share of the market equal to its rival, outdoor rainwear makers K-Way. With its current network comprising over 2,000 points of sale and its turnover increasing by 60% every year since 2011, the gamble seems to have paid off.
Thanks to its wide variety of lines, bright colours and motifs, Jott has successfully made its padded jackets all-season must-haves. A few pieces, that have today become iconic, bear witness to the diversity of the outdoor label: