PARIS — Hanes is taking its 125-year American heritage on the road, opening a concept store in the Marais during Paris Men’s Fashion Week to spotlight its iconic Beefy-T and position itself within the global fashion conversation.
The event marks both the brand’s anniversary and the 50th birthday of the classic white T-shirt that established Hanes’ reputation for durable classics when first launched in 1975. With high stitch density and a clean canvas finish, the Beefy-T became a staple in promotional and creative industries, valued as much for reliability as for its blank-slate versatility.
Hanes’ Paris activation blends this heritage with contemporary cultural collaborations. Limited-edition Beefy-Ts were created in partnership with New York’s Awake NY, Sky High Farms, and French luxury brand Petrossian, best known for its caviar.
You May Also Like
Going with a tight inventory model with only 50 units per style being produced, the company frames the limited-edition drops not as exclusionary, but as a “temporary reframing” of its democratic ethos.
“Scarcity, in this context, isn’t about withholding access. It demonstrates that Hanes can participate in a cultural capacity, not just a practical one,” said Jason Sherman, managing partner at Hanes’ partner firm Point Intl.
The collaborations aim to maintain the core integrity of the T-shirt while extending the brand into cultural storytelling.
Awake NY provides a lens of street and youth culture, Sky High Farms emphasizes experiential engagement beyond apparel, and Petrossian introduces elements of luxury. The moments are meant to signal Hanes’ versatility and awareness of contemporary cultural currents.
Sherman described the project as a move “to shift perception by positioning Hanes not only as a utilitarian staple, but as a brand grounded in cultural relevance, design integrity, and authentic fashion heritage.”
The concept shop combines limited-edition product with installations from an international roster of artists, including a custom neon sculpture by Paris-based artist Alexis; a textile work from Boulder-based artist Rebecca Espinosa featuring vintage Hanes’ shirts upcycled into an installation inspired by the traditional Japanese sashiko visible mending technique, and ceramics by local artist Clémentine Long.
The space also features a visual timeline tracing Hanes’ brand evolution featuring famous ads through the years, and multimedia interventions by creative studios such as TV Store and 13th Maker Studio.
Hanes frames the move as the start of elevated cultural engagement. “This is more than a one-off celebration, it marks the beginning of an extended international journey for Hanes Premium,” said Sherman. The initiative seeks to attract new audiences while reinforcing loyalty among longtime consumers, using collaborations as “cultural translators” that shift the positioning of the brand without altering the foundational product.
The Paris activation also signals Hanes’ ambition to place itself alongside global fashion brands while maintaining its everyman roots.
“Hanes saw an opportunity to redefine modern notions of desirability and value and Hanes Premium is our platform to stand apart… By launching during Men’s Fashion Week in Paris, we can shape and redefine youth lifestyle and consumer perception of the brand and establish a global presence that sits at the intersection of fashion, culture, and influence,” said Sherman.
Hanes’ Paris Fashion Week pop-up is located at 10 Rue du Turenne and open daily from 10 a.m. to 6 p.m. from Wednesday to Sunday.
