Pas Une Marque: Sean Coutts Blends Philosophy and Art With Fashion – Grit Daily News

Pas Une Marque translates to “Not a Brand” – an intentional paradox. Founded by Sean Coutts, the French luxury streetwear brand is conceived at the intersection of design, art, and philosophy. Having been worn by celebrities such as NLE Choppa and Justin Bieber, the now-6-year-old brand label has achieved an impressive global reach. In this interview, I spoke with Coutts about both the creative and entrepreneurial sides of Pas Une Marque’s journey.

JW: Sean, your journey is quite international, having been born in Miami, raised in Peru, and studied in the UK. How have these diverse cultural experiences influenced your design aesthetic and the philosophy behind Pas Une Marque?

SC: My international journey has profoundly shaped my design aesthetic and the philosophy behind Pas Une Marque. Growing up in Peru, I was surrounded by rich traditions, vibrant colors, and intricate craftsmanship, which taught me to value authenticity and attention to detail. These elements are central to the brand’s identity, reflecting a commitment to quality and storytelling.

Studying Philosophy in the UK was a transformative experience. I had no formal education in fashion; everything I learned was self-taught through trial and error. The cultural shock of moving from Peru to the UK made me question many aspects of my life, including fashion. Before this shift, I didn’t give much thought to clothing, but the diverse cultural environment in the UK opened my eyes to fashion as a powerful medium for self-expression and philosophical exploration.

This realization ignited a passion for design, and I began to see fashion as a powerful form of visual storytelling. I decided to pursue a career in fashion to create pieces that resonate with people on a personal level, encouraging them to embrace their individuality and engage with deeper philosophical concepts.

Pas Une Marque’s design aesthetic is a fusion of these influences, blending the craftsmanship and narratives of Peru with the avant-garde innovation I discovered in the UK. The philosophy behind the brand is rooted in embracing individuality, challenging norms, and fostering a dialogue between culture and identity. I aim to create collections that resonate with a global audience, inviting wearers to explore their own identities through unique and thought-provoking designs.

JW: Can you speak more about the element of philosophy in “Threads of Dissonance”? I noticed that you incorporated some contemporary art pieces in these designs – how do you select the images to include, and how do you see them speak to individual wearers of these pieces?

SC: “Threads of Dissonance” is a collection deeply rooted in philosophical exploration. The concept is inspired by the idea that true innovation arises from questioning established norms and embracing the discomfort of uncertainty. This collection invites wearers to a journey of self-discovery and introspection.

Incorporating contemporary art pieces into the designs is a deliberate choice to create a dialogue between fashion and art. The selection process is guided by intuition. These pieces are more than just garments; they are canvases for self-expression and exploration. By wearing “Threads of Dissonance,” individuals can engage in conversations about identity, culture, and philosophy, fostering a sense of community and understanding. Each piece is designed to empower wearers to embrace their unique stories and connect with others who share similar values.

JW: What can we expect from Pas Une Marque in the near future? Are there any upcoming projects or collections that you are particularly excited about?

SC: One upcoming project that excites me is our collection titled “Devil’s in the Detail,” which will feature 80 pieces. This collection delves into the intricacies of craftsmanship, emphasizing the importance of attention to detail in both design and philosophy.

In addition to this, we are expanding our reach by collaborating with artists and creators from various fields, further blurring the lines between fashion and other forms of art. 

Sustainability and ethical practices are also at the forefront of our future projects. We are committed to creating pieces that not only look good but also contribute to a better world by prioritizing quality over quantity and investing in environmentally responsible practices.

JW: What does a typical day look like for you as the founder and designer of Pas Une Marque? How do you balance creativity with the demands of running a business?

SC: My mornings are dedicated to creative exploration — sketching new designs, researching trends, and collaborating with my team on upcoming collections. This is when I feel most inspired and can fully immerse myself in the creative process.

Afternoons are focused on the business side of Pas Une Marque, including meetings with marketing and sales teams, overseeing production processes, and strategizing for future growth. Balancing creativity with business demands requires a conscious effort to prioritize tasks and maintain a clear vision of the brand’s goals.

To achieve this balance, I rely on a strong support system of talented individuals who share my passion and dedication. Delegating tasks and trusting my team allows me to focus on what I do best — creating designs. It’s a constant juggling act.

JW: Finally, can you share a piece of personal philosophy or a mantra that guides you in both your personal life and professional career?

SC: A guiding philosophy that I live by is the belief that “authenticity is the key to freedom.” In both my personal life and professional career, I strive to stay true to myself and my values.