At the time they danced the Charleston, one wears dresses tubes, women dare themalemind cutting their hair like a boy and displaying cigarette holders.The dandies of the 30s, show unsheathing off their tobacco accessories. It was in manufacturing small leather items for smokers warned Alfred Lamarthe founded his own house, called ? fabrique de maroquinerie ?. Everything happens in Paris at 12 rue Charlot, a popular neighborhood who do not yet know the adoration of the fashionistas of today. From the cigarette lighter, through the tobacco pouch,Alfred Lamarthe sees the future of the leather bag in the female.
Thus he launches his own collection of models for women, with a sharp taste and experience the features of the accessory. Inventive, visionary, yet self-taught, but seduced by the emulation of new patents in the industrial era, thanks to the thirst for innovation of Alfred Lamarthe that the brand was founded in 1930. This is the era of new ideas, finding solutions to propose to the woman, bags ingenious in terms of wear. Throughout his career, Alfred Lamarthe behaves ? as researcher of the right bag and aesthetic ?. Bold, it was the first tanner to use the zipper on leather. A fews decades later, he tried the Velcro. He also invented whatwas called the ? click clack ?, and distributed in France a system of turnkey security Buxton extremely clever.
Alfred Lamarthe shared his desire for innovation throughout the profession as it holds the presidency of the Federation of Leather formany years, sitting also to the Chamber of Commerce in Paris. Going beyond the utilitarian aspect of the bag, it is one of the founders of a European Committee of Fashion Industries, responsible for coordinating the trends.
Lamarthe adds newgestures to theworld ofwomen's leather goods, as evidenced by one of its patents from the 60s and reissued for a bag anniversary in 2010. A system for opening a bag that transforms into a slim single gesture. With a simple flick of the finger … you can access objects in a glance. Very open to theworld,Alfred Lamarthe soon feel the challenge of international
markets : he exports its creations in Europe but also Japan and theUnited States.