The article published in the german FRANKFURTER ALLGEMEINE SONNTAGSZEITUNG is titled “The pioneer uses the laser”.
The article opens with the setting of Francois sitting at his little booth and pottering about a jeans – unfortunately hard to find in the hall “Urban Superior Men”.
At least talking about jeans makes him enthusiastic and acting like “on stage”. In the following the article is about Girbaud as the founder of stonewashed jeans – 36 years ago - and the enthusiasm of Francois for denim in general. It says that it needs a lot of experimentation on and on to get the perfect jeans and that denim has to be treated like an artwork.
The article calls M+F Girbaud an intellectual counterpoint to the established denim giants in business and reveals the typical Girbaud-Look in detail. Finally the “WattWash™” technology is highlighted as a main part of the current eco theme and as an ecological solution. For Francois “WattWash™” is a revolution which hasn’t yet captured the market, allthough Girbaud has disclaimed a patent of the process. In conclusion it says that he will some day find his fellows as it has been the same with the stonewashed jeans.