Named after a Montreal subway station, the new men's boutique BEAUBIEN is situated in an emerging section of the Haut-Marais (or ''NoMa'' in local parlance)- the rue Notre-Dame-de-Nazareth has been an extension of the garment district (the ''Sentier'') dedicated to menswear for many years – the area's golden age dates to the 80s-90s, when people from all over the world came to source the latest trends. Many of the Sentier's wholesalers are leaving and being supplanted by a cool mix of art galleries, restaurants and independent boutiques. In other words, excellent timing for a male-focused shop.
The boutique features a careful edit of casual menswear by up-and-coming designers from the U.S, Denmark and Japan - an easy-to-wear selection unlike any other in Paris.
This style is also reflected squarely in the shop's name: in French, ''beau'' meaning ''beautiful'' and ''bien'' meaning ''good'', the name carries a naive simplicity, referring to the idea of just sourcing, selecting and selling high quality products – Parisian retail at its best.