The Founding Love Story Behind This Luxury French Swimwear Label

Vilebrequin's core product is still its $280 signature swim trunks

Fred Prysquel was a man on a mission. The swashbuckling photographer/journalist had traveled the world in the 1960s, covering the Formula 1 racing scene. But this time Prysquel wasn’t after a story or a shot. It was the summer of 1971, and he’d come to St. Tropez to win the heart of a woman named Yvette.

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This story first appeared in the May 15, 2017, issue of Adweek magazine. Click here to subscribe.