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Amica, December 2013
For Maurice Ohayon, denim is a true passion. In 2003, after twenty-five years of working with denim, reining in its natural tendency to warp, mastering different washes, and pioneering new cutting techniques, he founded Notify.
In 1973, his family moved permanently to Paris, and in 1976 Ohayon began fashion school, where he learned the ins and outs of mass production. Three years later, his diploma in hand, he set out to open an atelier like the one he remembered from his childhood. With a friend, he leased a space in Paris’ Eleventh Arrondissement, bought used machinery, and launched the brand Fetiche. One day, a fabric supplier put in his hands a strange bolt of stiff material whose indigo color stained their fingers: denim.
From that moment on, Ohayon had to revise everything he knew about fabrics. It would take him four years to master the principles of cutting, assembling, and shrinking denim. Twenty-five years later, Maurice Ohayon remains fascinated by this material, which he has come to know like the back of his hand.
With Notify, Ohayon seeks to apply to jeans the tailoring techniques that he learned from his mother. Ohayon favors exacting cuts, traditional handmade details, and superb craftsmanship. This mix of modern fashion and old-world details has made Ohayon an international success.
Recognized as “The Specialist” of the denim for his mastery with cut, treatments and washes, and described by the French journalist as “the Yves Saint Laurent of the denim”, Maurice Ohayon is constantly contacted by numerous and famous couture house to advise and develop denim’s line. After a successful collaboration to the K Karl Lagerfeld line as Creative Director of the Collection, Maurice Ohayon launched with Stella McCartney a co-branded edition of jeans.
Winter 2010, Notify launches its first kid’s wear line and creates 2 exclusives co-branded models Notify-Bonpoint. The collection meets with an immediate success.
2012-2013: For the last 3 seasons Maurice Ohayon and the Indian designer Manish Arora collaborated on a capsule collection. Inspired by Indian mythology and embroidery techniques both team have brought together their knowledge to create fantastic prints design and colorful palette on denim.
2011 Notify opens a showroom in Milan and consequently work on a denim Atelier project in Paris. Winter 2013 will see the birth of the first Notify Workshop in the heart of the golden triangle of Paris nearby the Marché Saint Honoré. The public will discover the Notify world, a blend of technologies and craftsmanship. The Notify Workshop reinvents service for the future: assisted made-to-measure. In an exceptional setting, the guarantors ofsavoir faire in tailoring will put their knowledge and expertise at the service of their customers, working to create a unique item.
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