Project X Paris: a 2021 vintage to celebrate!
Before diving back into the news, we wanted to take a moment to look back on the crazy year 2021 we lived at Project X. Because this year, we pushed our limits again by offering more pieces, more collabs, more partnerships, with ever-growing success. Here’s a brief flashback of our streetwear news!
According to tradition, we have until the end of January to wish our loved ones a happy new year. So, a bit late but with lots of love, we at PXP wish you a wonderful 2022. And as tradition dictates, it’s also time to review everything that happened for us last year, because we had a lot of news, and you probably missed some things. Plus, it’s sales season right now, so you can catch up at reduced prices if you missed a capsule! Let’s go for the 2021 flashback.
Project X Paris and the rap game: a winning story This year was when PXP really took over the rap game, thanks to collabs with top hype artists. Starting with Bosh, of course, with whom we had already worked before, but who came back to support us in promoting the Origin capsule, including the tracksuit set with sweatshirt and joggers signed Project X Paris. His ultra-aggressive and powerful persona seems made for our Over Stuff or Utility pieces, it’s a perfect match.
Another great pride is having worked with Uzi, an emerging figure in the Parisian rap scene. One of the future stars of French rap, who has already climbed many steps with big hits like his album “Cœur Abîmé.” With his youth and confidence, we were able to introduce him to the most extravagant and original pieces of our collections, and guess what: he loved it! Especially the tie and dye colors and the Brush capsule, with PXP logos covering the entire garment.
What was also very striking for us was managing to expand to Marseille and even among Marseille rappers. Not necessarily the most motivated when it comes to wearing clothes with “Paris” written on them, they still gave us a lot of strength. Especially Soso Maness, the kid from the Northern districts, who brought us his good humor and mischievous side. A big fan of clothes and streetwear, Soso showed he was as comfortable with our classic pieces (red signature sweatshirt) as with the more unusual ones (tie and dye colors, denim jacket, etc.).
But Soso is not the only Marseille rapper to have worked with Project X Paris this year. We also had a splendid collaboration with Naps, another hugely important figure in Marseille rap. We knew he was also a big fan of clothes, with his “Miami / Tony Montana” style shirts worn in some clips. The rapper came up to Paris for an already iconic shoot in a beautiful house near the Louvre, and it was the occasion for him to represent his city with the Marseille crew capsule, as well as our finest sweatshirts and hoodies.
Bosh
Uzi
Soso Maness
Naps
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Loads of PXP capsules: One Piece, Papillon,... While we were very active with the rap game, we also unleashed on other fronts, like Capsules. Starting with our biggest success in this category: the Project X Paris x One Piece collaboration. A success explained both by the quality of the pieces offered and the incredible enthusiasm of fans when it comes to the One Piece phenomenon, one of the major works of current culture. First and foremost, the signature pieces, like the signature hoodie or the signature t-shirt. Pieces that sold out so fast but are now back in stock. We also had less classic clothes, like the One Piece all-over t-shirt, or the CREW t-shirts and sweatshirts.
We didn’t forget the bottoms in this capsule, with several tracksuit ranges inspired by the manga, again with all-over prints and signature styles. This collection released at the end of the year was a real tidal wave, both online on our site and in stores. We hope to renew this kind of experience in the future, collections directly inspired by pop culture monuments allow us to step out of our comfort zone and reach a completely unexpected audience not initially interested in streetwear.
Another big hit of the year was the brush capsule, worn by many rappers, characterized by “all-over” models where PXP logos cover the entire garment, and also many unisex models, a cutting-edge trend in streetwear. It is now one of our most identifiable capsules. Among other big successes that helped impose the brand’s spirit in 2021, we also find the Papillon capsule, a bit less diverse, easier to access, more discreet, but also extremely effective. Bonus point for the ladies: a butterfly embroidery jean model was specially designed for the collection.
We already told you about the Marseille Crew capsule, a big hit with our friends from the South, but a Paris Crew capsule was also unveiled, with many shades and different clothes. Both worked really well, we thank both Crews for supporting us like that. Another big success, especially in this winter period, is the entire Soft Mood capsule, the best to fight the cold or just to switch to cocooning mode. Joggers, sweatshirts (with or without hood), pilou-pilou, overshirts, basically everything you need to not suffer from these harsh temperatures, with style.
One Piece
Brush
Marseille Crew
Paris Crew
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More and more contests
Another area we really worked on in 2021 is contests, and more generally what we do to thank you for all the strength you give us. We organized many small events with raffles, but also bigger contests, like the one where you could win one of the three sneaker pairs to have this year: the Yeezy 700 V3, the Air Jordan OG Low SP Fragment by Travis Scott, or the Nike Dunk Low Off-White by the late Virgil Abloh. A great success, we were very happy to offer this, especially since Project X Paris doesn’t yet have its own sneaker model.
But obviously, the best-performing contest was the one offering you to become an ambassador for PXP! A kind of big casting with over 100 winners in total, who will accompany us throughout the 2022 season, which will also be (we hope) very busy with news. The goal was to find personalities who stand out a bit, influencers, artists, comedians-to-be, all attached to Project X and streetwear in general, to work with them. The program includes many events, many collabs on social media, shopping vouchers as prizes; this contest was an even bigger success than the others this year.
So much so that major media like Voici, Closer, and Cosmopolitan seized the opportunity to talk about the brand. Proof that PXP is truly establishing itself as a must-have brand in current fashion. Finally, the cherry on the cake this year was our advent calendar, with a PS5 to win, an iPhone 13, sneakers. We really want to increase the frequency and reach of these contests and hope our community will keep supporting us as much with every initiative.
Stores in the biggest cities of France and Belgium To finish, where we probably advanced the most is in our territorial network. Project X Paris has managed to settle in the biggest cities of France by opening stores and concept stores. Today, we can count about forty PXP stores, a real achievement for us. We have many stores in the Paris region, obviously, but also several in Marseille, Lyon, Perpignan, Toulouse, Calais, Béziers, and many others. Beyond official PXP stores, many resellers started working with us, so you can find us in other shops.
We also decided to expand our borders. We had often been validated abroad (Dubai, London), but we had never been as much requested as by our Belgian friends. The brand is much bigger on the other side of the border, and due to growing demand, we also decided to open some stores in the biggest cities of Belgium. For everything you have allowed us to do by supporting us at every initiative, we thank you. And we swear we’ll try to make 2022 at least as eventful for us!
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