Les 50 ans de Renoma
23rd October 1963 : White House-Renoma store opened its door on Rue de la Pompe in Paris and brought about a revolution in menswear by creating a fashion dedicated to young people.
Michel and Maurice Renoma shattered the dress codes of conservatism with their double-breasted blazers with four silver metal buttons or made of military cloth, their revisited Us-Army flared trousers, their ultra-fitted suits made of green, garnet red or purple velvet, their shirts cut in furnishing fabrics…
For young students from Janson de Sailly High-School, for the Drugstore Gang and for artists and political figures, Renoma store soon became the place to be for a new unconventional and uncompromising fashion.
There, you could bump into Dali, Picasso, Bob Dylan, Eric Clapton, John Lennon, Andy Warhol, Jacques Dutronc, Serge Gainsbourg, Karl Lagerfeld, Yves Saint-Laurent, Françoise Hardy, Catherine Deneuve, Brigitte Bardot or Jean Seberg…
Since 1970, Renoma products are sold all over the world.
Today, Maurice Renoma, still passionate about fashion, extends his creativity to various fields: lifestyle, design, the Renoma Café Gallery and the photo exhibitions. From his advertising campaigns with Birkin and Gainsbourg to his transgressive graphic designs about James Dean, Jimi Hendrix, the Rolling Stones or the Beat Generation, he shares his eccentric and timeless world view.
23rd October 2013: To celebrate the 50th anniversary of his mythical Parisian store, Maurice Renoma will exhibit for the first time photographs and archives from the 60’s, never before seen clothes and accessories from his Vintage collection, which are all illustrative of the legendary history of Renoma style.
A book is published by Editions de La Martinière « One + One =3 ».