Their creations, imbued with a “luxury grunge” spirit, pay homage to French craftsmanship and an image of eternal rebellion. Here, we meet one of the co-founders.
Can you introduce the Soco brand?
Soco was created in 1932 in a tannery in Bort-les-Orgues, but it went out of business in the 2000s. Today, it’s making a comeback and we’ve received great feedback from customers and distributors who are delighted to see the brand return because it evokes so many memories. For example I recently spoke with a woman who told me she received one of our iconic bags for her 18th birthday. Soco is an emotional brand, like a Madeleine de Proust. There’s an emotional connection between our pieces and the customers who wear them.
What is Soco’s DNA?
Our designs feature leather bags with contrasting topstitching, serrated edges, and openwork details. There’s a strong visual identity inspired by the western aesthetic, combined with distinctly French craftsmanship.
How did you go about relaunching Soco?
Reviving a brand is a big challenge. It’s not like starting your own company—you have to recover the brand’s DNA, aesthetic, and codes while creating a new identity that resonates with the current era.
With your western-style bags, you’re perfectly in tune with the “cowboycore” trend.
Yes, we’re lucky! It’s absolutely incredible. Soco is also a story of legacy—our mothers carried these bags years ago.
As a French heritage brand, where are your pieces manufactured?
We’re based in France, and our bags are made in Portugal, in a small workshop in Porto. The embroidery inside the bags is done by hand by elderly women with exceptional craftsmanship. Artisanal work is at the heart of our creative process.
Why did you choose to break away from the seasonal fashion calendar?
We don’t operate according to seasons because every product is timeless and can be worn year-round. There’s no constant turnover, so we are able to focus on iconic models, designing bags that can stand the test of time. My dream is that my daughters will be wearing our creations 30 years from now. The idea of legacy is very dear to Soco.
Tell me about your experience at Who’s Next.
It’s our first time in three years. The brand has been performing so well that we decided to look into distribution. As we typically operate through an e-shop, it’s interesting to participate in such a large-scale physical event, and we’ve met some new prospects, both French and international distributors. For us, it’s a great challenge: we know how our customers react to the products, but it’s good to see the industry’s perspective face to face. It’s also exciting to see so many generations converge at our stand.
In today’s digital age, is it important to create dialogue spaces like Who’s Next for the industry?
It’s absolutely vital. Digital has been a clear growth driver for our brand in recent years, but we’ve realized that direct contact with customers is crucial—it helps build lasting relationships, showcase our products, and share who we are, including our values.
What are your goals for this first edition of Who’s Next?
To test the waters, observe the market and competitors, and assess how we might develop in B2B.
What are your wishes for Soco in the future?
That the brand exists 100 years from now and continues to proudly represent French craftsmanship.
Will we see you at the next edition of Who’s Next?
Yes, very likely!
