Ten years of uncompromised friendliness
Visiting the Satisfy Fall/Winter 2025 showroom

Last week, we found ourselves in awe of more than just the clothes (again) when visiting the Parisian showroom of Satisfy. It even brought back some memories from the last ten years. It must have been early in 2016 when we first discovered a new—and, in our eyes, unmissable—running brand, one with a totally unique approach and aesthetic. As with everything at that time, it happened by chance, on the internet. In the landscape of running brands back then, Satisfy was unprecedented. In that first period, they weren’t even being sold at running retailers, despite the technicality of their products, because what they offered didn’t aesthetically fit the familiar (and, frankly, boring) profile. But as they quickly grew in prominence, thanks to contemporary fashion boutiques like colette and Opening Ceremony that decided to carry them, they single-handedly shook up the rules of the specialized market from the outside.
Leaving behind the cliché, performance-driven athletic gear, they introduced an uncompromising lifestyle approach and aesthetic that was completely their own—without sacrificing the technical side of the genre of clothes. Half a year after our discovery, we reached out and were given the chance to speak with founder Brice Partouche. That’s when we learned that the brand didn’t just excel on a product and communication level; it turned out to be the creation of a singular and deeply personal vision from its founder. Brice was helped by a tight-knit team, among them Tommy Hubert (now Head of PR & Communication), who had already worked with Brice for years at his first brand, April77. The new brand was founded on the subversive roots of running and skateboarding, using these influences to implement Brice’s lifelong love for music (metal, specifically) into the visual language of products and communication.
In the years that followed, many new brands tried to follow the road paved by Brice and his team, some even attempting to mimic their every move—right down to their strategic approach of doing local running activations worldwide. But while others tried, Satisfy uniquely kept marrying the performance side of the sport with cultural associations that stretched the brand’s offerings to the before- and after-phase of running—hard to mimic, as it all springs directly from the people behind the brand.
Satisfy’s core has always remained the same to this day: cutting-edge fabric innovations and technical exploration form the foundation, which is then applied to Brice’s vision of the most relevant parts of (music and other facets of) culture for the brand. In the end, they even recently “inspired” Nike to copy their signature “moth holes”—which, in our eyes, became one of the Swoosh’s most awkward moves during a period when bad decisions were more the rule than the exception.
And not just the product approach has remained exactly as Brice explained it in our conversation in 2016. Over the years, we’ve traveled to Paris regularly to see the latest developments. Despite the brand taking off and slowly but surely becoming the $10 million company it is today, with a team that has grown to 40 strong, Brice and Tommy have remained the same. They possess the noble skill of being genuinely friendly and open, always appreciative of the interest we showed early on—even though pretty much everyone who matters became interested in their brand relatively soon after we did.
Last week was no different when we visited the Fall/Winter 2025 Paris showroom, housed in their office building in the Folie-Méricourt area. The way time is given to those who are invited—no matter their commercial relevance (none in our case!)—feels pretty much unheard of. As Tommy explained it to us: for him and Brice, it’s just as important to remain open and honest with those they choose to engage with, as it is to uncompromisingly make the products they deem right, instead of what’s expected. That’s the only way the brand’s culture can stay grounded.
With everything the brand does so strongly connected to the motivations, curation, and interests of Brice and those around him, all they can be is themselves. Which makes sense when speaking about it; it’s even what many niche brands promise today, but witnessing the consistent, unpremeditated friendliness—something that hasn’t changed a bit despite their success—is hard to find these days. It almost feels as unique as the original disruption of the brand to begin with. It might very well be a human thing—Brice and Tommy just being genuinely honest and friendly guys, which is, of course, also very true. But we can’t completely rule out that this is what has brought them to where they are today. In times like these, it feels pretty important to see the friendly guys win in the end!
And in terms of staying motivated and chasing bigger goals over the next ten years, Satisfy’s race is far from over. Despite its already impressive growth in less than a decade, Brice has stated that he would love to add another “0” to the company’s turnover somewhere in the future. No slowing down just yet—quite the opposite. But all on their own terms, with more sports subcategories to explore, alongside yoga and rock climbing, which were added to running in recent years. They’re also going all in with women’s products and doing bigger, better collaborations (the Levi’s one setting a new standard in our eyes)—like the upcoming “The Rocker” shoe with Salomon, which looks like another safe win when it drops next summer.
We’ll be cheering from the sidelines for the next ten of the brand, watching them prove the naysayers wrong time and time again. They are the ultimate proof that, even in today’s world, sometimes you can become a champion without stepping on other people’s necks.
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