The White Briefs open Paris flagship

Swedish label The White Briefs has officially opened a retail space. After launching exclusively online, the intimates clothing company opened its doors to its first brick-and-mortar in Paris.

The space boasts 1,000 square feet in the Upper Marais. The location is off of rue Notre Dame De Nazareth and has a modern, rustic interior decor. Although this is the label's first free-standing store, The White Briefs retails at various boutiques globally. The label is available in shops in Australia, Holland, Japan, Korea, China, Belgium and many more. In choosing Paris for its first retail location, it seems that the city was an ideal choice to pair with the label's aesthetic. “This area still has a lot of authenticity in it, and I wanted to surprise people,” Peter Simonsson, cofounder of The White Briefs, told WWD.

The intimates apparel label first launched in 2009 for its high-quality, stylish product. Founded by Simonsson and his wife Henriette Simonsson, the brand quickly became known for its sustainable production and understated style. Currently, the brand's website retails both men's and women's intimates, apparel, and accessories. Apparel retails approximately from 73.38 dollars to 483.10 dollars for a luxury handbag.

Photos: courtesy of The White Briefs