A day in the life of Guillaume Gibault

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Success story. These are the two words you’re most likely to repeatedly read when browsing the numerous articles written about Guillaume Gibault. His idea - which has positioned him as the figurehead of young French entrepreneurs - can also be summarised in two words: Slip Français (editor’s note: literally translates as French Briefs), the name of the Made in France underwear brand he created.

The man who opens the door to his flat in Paris’ 9th arrondissement is cheerful with impeccably styled hair (he has the dishevelled look down to a tee). We sat down to discuss his daily routine, broaching topics such as the importance of logging off, his role within the company he founded, what lies ahead for Slip Français, as well as his love of boxing.

Can you introduce yourself to our readers?

My name is Guillaume Gibault; I’m going to be 32 this year. I’m Parisian. I founded Le Slip Français in 2011, a brand of Made in France underwear and home wear.

How did the idea for Le Slip Français come about?

I graduated from HEC Business School in 2009, after which I worked for a chain of organic food stores called Bio C’est Bon for 2 years. During this period, they grew from 4 to 10 stores. After I finished working there I really wanted to start my own company. I quickly focused on the fashion industry as I believed it didn’t require a massive investment to get started. From there I quickly started producing my own brand of underwear.

It has been often stated that everything started because of a bet with a friend.

That’s true. Beyond that, I already had French heritage labels such as Louis Vuitton and Hermès in mind. I was also very attached to doing business online; I felt it was going to become very important for brands. Underwear is very easy to ship because it’s light, and you cannot try it on in-store anyway. Might as well buy it online. My friends didn’t really believe in the project, but I was convinced I could sell French briefs. I’d pictured a kind of online Hermès of briefs - online sales, a strong image, the heritage aspect, Made in France.

At the beginning you did everything yourself, right?

Yes, I drove all the way to Dordogne in South West France to have 600 pairs of briefs produced, and I drove all the way back with the underwear in the rental car’s boot. When you launch your own business, the starting period is a good test to know whether you’re ready for entrepreneurship or not. It’s not for everyone; you have to be particularly determined!

When did you understand your business could really take off?

Quite quickly actually. I started Le Slip Français in 2011 and in 2012 we spoofed French presidential election posters. For example, calls for change became calls for a change of underwear. This offbeat approach attracted quite a lot of clients, and things took off quickly thanks to that. I realised that producing fun content linked to the brand could really bring us an entire, new client base.

Le Slip Français’ communication mode is integral to the brand’s success, can you tell us more about how this is organised?

I think we’re very efficient when it comes to web marketing, but we also never hesitate to invest in TV campaigns, or ad space in public transport. Our aim is to leave a lasting mark on people, to stand out in everything we do. When we do an ad campaign in the French metro, it’s entirely red, and features a massive pair of briefs. We want people to remember the poster they saw in the metro; it can’t just be one amongst many.

What do your day-to-day tasks consist of?

I have three main roles. The first is strategic: where we’re headed, what we’re doing, and how we stand out from other brands. The second is representation: externally, i.e., communication, internally, by bringing our employees together around the project, and with the investors who support us. And finally, I have operational responsibilities which entail mostly communication and marketing tasks. I’m less involved in production and logistics than I used to be. Including the staff in our shops, we now have 43 employees, so I can delegate.

Between these three roles, how is your day organised?

There’s no standard work day to be honest. There are some essential tasks, but each day is different. Every morning, my first meeting takes place at 8:30. I have my coffee at the Moulin de la Vierge cafe, next door to the office. I try to meet as many people as possible, so I often organise meetings over breakfast and lunch. I talk to other entrepreneurs a lot. After that, I have at least one team meeting a day. I also spend plenty of time out of the office: I have numerous meetings with partners, brands with which we are collaborating. I think it’s my responsibility to have the hindsight and ideas the company needs. The time I spend in the office is very structured; I’m never there just to answer emails.

Taking a step back is a way for you to think better?

Absolutely. Our office is a massive open space, which isn’t always the best environment to focus, the fact that I always have plenty of questions to answer, doesn’t help, either. The time I spend at the office is mostly about strengthening group spirit, because it’s extremely important to spend time with the team. I’m rarely at the office to work alone; I tend to work in cafes, or when I’m out walking. As a matter of fact, my best ideas often come to me after I’ve trained.

What’s your exercise of choice?

I box at the Temple Noble Art gym, which is close to the office. I try to go 2 to 3 times a week. On Monday evenings Le Slip Français pays for half of the personal coach costs so we have a coach who tries - and succeeds - to make us run in the Tuileries garden! (laughs)

It doesn’t sound like you have any problems in logging off.

You’re right, it’s very important for me. Making sure you switch off from work is very healthy. I’m not going to lie, every now and then I’ll spend some time on my phone during the weekend and in the evening, but it’s more of a bad habit than a real need. When you’re starting your own business you’re always late and trying to catch up on your massive workload. That’s just the way it is. It’s therefore crucial to set rules and limits. I was reading an interview of Warren Buffet which showed a picture of his diary: he has 3 meetings per day, no more. It’s very important to find the right balance between personal and professional life.

You’re also very active on social media.

It’s really something I enjoy, Instagram, Twitter... It’s such a huge lever for development for fledgling brands that I find it good to push them towards social media, for them to promote themselves. Instagram is a great communication medium; I see quite a few young brands that don’t use it as well as they could. It’s also a great way to keep an eye on the market. In general I’m very fond of telling stories, if I’m provided with the adequate platform to do so, it’s really something I enjoy.

With your work day starting at 8:30, at what time do you get up?

Anytime between 7:30 and 8:00. I’m not much of an early riser so I try to get out of bed at the very last minute before setting off for the office. I don’t have breakfast, just a long coffee. I shave once a week, on Sunday evening in general. In the morning, with that task out the way, I only have to shower. I use the Horace cleanser and moisturiser, a few drops of a beard oil my girlfriend got for me and which I love, I brush my teeth and put on a pair of Slip Français briefs, obviously.

How do you get to the office?

I ride a scooter. I own one, but I recently tried out CityScoot, the Parisian self-service electric scooters. Very practical, and eco-friendly. It made me want to invest in one, although I’m not sure how I’d go about recharging it.

Do you travel much for work?

I used to travel a lot to handle export-related matters, which is less the case these days. That being said, I still travel at least once per month, I attend conferences, I prepare shop openings. This year we will open 4 new stores, in Bordeaux, Aix-en-Provence, Toulouse, and Lyon.

How do you keep busy when you’re not working?

My girlfriend and I go out quite often, we try a lot of new restaurants, and we see our friends too. We go to exhibitions, to the cinema. I really like reading. I love Romain Gary, Joseph Kessel, and Albert Camus. I also do some kite-surfing with other entrepreneurs as part of an association called le Galion. We talk shop but also take some time off.

What’s next for le Slip Français?

More growth. Our ambition is to double our revenue each year. We’re hoping to break even very soon. Our aim is to keep establishing the brand in France, where we generate 90% of our revenue. We launched our women’s line a fortnight ago with this objective in mind. Once that is done we look into expanding internationally!

Photos : Louis Canadas