a meta store founded 2009

GETTING REAL

Photography: Mike Corneus. November 2011.

In a liquid world of trends and styles, Le Dixieme has taken a stance of bringing the edge to everyday outfits. Thus mixing the most promising designers (here Cacharel by Cedric Charlier) to the most common sense of street style.

Finding the right touch

Photography: Laurent François. The Fall (part 1), September 2010.

Setting a vision We tend to think fashion is One part of a lifestyle So we make statements On what’s coming next In the evening air. Fashion is social, cultural and political.

Photography: Irwin Barbé. The Fall (part 2), September 2010

Space MGMT

Our shop in Lyon is our lab. There we meet, show and tell people about what we like. We share interests with our visitors, and provide them with an uncommon shopping experience. It has been designed to match a singular contemporary connected citizen lifestyle.

Communities Gathered.

Supporting Art – Staying Creative

Our parties meant one thing: we believe in art and creativity. We made a strong claim. Understanding brands meant understanding creative talents. In order to do that, we had to become a brand of our own, and have a say.

CHOSING

SIDES

BEING CHOSEN Starting 2012, LE DIXIEME has focused on Menswear & associated Lifestyle. Being massively plebiscited by our male public, we have decided to respond by working on providing the richest and sharpest selection of items for modern men in Lyon.

Photography: Ghislain Mirat. Catalogue, Spring Summer 2012.

BRANDS FEATURED (2012)

A.P.C., Bérangère Claire, Commune de Paris 1871, Mads Norgaard, Prim I Am, SNS Herning, Our Legacy, Gitman Vintage, Opening Ceremony, Levi’s Made & Crafted, Waiting For The Sun, YACHT x OLO Fragrance, Milleneufcentquatrevingtquatre, Veja x Frenchtrotters, Vans Vault

BEING A BRAND

Photography: Mikael Vojinovic. The Road, May 2011.

Curating Trends into our world of fashion Years before The Walking Dead hit the screens, we shot a live impression of disarticulated individuals bearing our first season’s picks.

Photography: Benoît Balança. Anything than human, November 2009

Months before the Springs of freedom and liberty all over the world and way before the Levi’s « Go Forth » campaign, we shot our lookbook

named « The Fall », foresaying the coming uprisings.

Photography: Irwin Barbé. The Fall (part 2), September 2010

What’s does our brand say LE DIXIEME tells its visitors that if they believe in the lifestyle at LE DIXIEME, they can’t go wrong with the brands they chose there. LE DIXIEME is a label guaranteeing that the brands shown match a certain lifestyle. It is an echo* chamber between brands and customers. LE DIXIEME is by all means a cultural hub connecting people to brands. *Shout a message and you’ll hear it back.

GOING DIGITAL

Responding to a fast-growing online market and thinking about all our frenchies who don’t have a DIXIEME next door, we launched ledixieme.com in 2010. Big surprise, we even shipped to Korea.

Photography: Ghislain Mirat. Catalogue, Spring Summer 2011.

GOING META

Mutation

BRANDS SHOP PEOPLE

Circuit 1: retailing (what classic shops used to do)

sell sells

BRANDS SHOP PEOPLE

Circuit 2: curating (what modern shops like LE DIXIEME tend to do)

listens tells

Game-changer: understanding people

Game-changer: understanding brands

Becoming more than a shop

BRANDS

LE DIXIEME

PEOPLE

Circuit 3: connecting (what we also do)

sell

analyses

Game-changer: acting like a brand, feeling like people, thinking like an agency

edits

LE CONSEIL

We are an agency managing ideas & identities (IDs). We whisper advices to brands and creative activists, provide them with tools and concepts tailored to better their image and their commercial windfall. With our experience as a retailer, we firmly believe that brands succeed when competitive culturally. That’s why we now develop a method we call cultural marketing of creativity and bring it to brands in demand. Actually. We don’t really do marketing like others. We bring cultural love from people to brands.

ACHIEVEMENTS

In our very own humble yet proud order: - Being featured in the LOUIS VUITTON

CITY GUIDES 2012 (seriously, I mean… c’mon!)

- Having met so many amazing people so far, from all over the world

- Hosting an incredible party with YACHT

- Patroning the Winter 2010 sessions of Echos Sonores

- Making it into national lifestyle media of reference such as Technikart, Telerama or Le Point…

- Being visited by the best brands around

a meta store founded 2009