Design Thinking: French Aboard

Image courtesy of French Aboard.

In Graduate School, professors loved to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Image courtesy of French Aboard.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with French Aboard Founder Christian Lobet to learn more about the company.

Image courtesy of French Aboard.

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French Aboard Interview

Image courtesy of French Aboard.

1. What makes French Abroad different from other brands?

French Abroad stands out because we reinvent the idea of the “French souvenir.” Traditional souvenirs are often low-quality, mass-produced, and (let’s be honest) quickly forgotten in a drawer. I wanted to fix that.

Our pieces are made in France or Portugal, created with sustainable materials, and designed to be worn every day, not just kept as a memory from a trip.

We blend Parisian culture with an international perspective, combining humor, elegance, and a hint of French flair.

French Abroad is for travelers, expats, and francophiles who want a souvenir they’re actually proud to wear. Our mission is simple: creating pieces you’ll love so much they won’t end up as pajamas.

Image courtesy of French Aboard.

2. How has French Abroad evolved since its founding?

When I started French Abroad in 2022, I was inspired by my own experience living in North America. I realized how fascinated people were by French culture and how few high-quality, modern souvenirs existed.

Since then, the brand has grown far beyond that initial idea.

• We opened numerous pop-up stores in Paris.

• Iconic retailers like Le Bon Marché selected us.

• Our community expanded internationally, with strong traction in the U.S., Mexico, Asia, and Europe.

• The collection evolved from a few T-shirts to a complete line of sweatshirts, caps, accessories, and more.

The brand now appeals to tourists, expatriates, French–English couples, and anyone who loves Paris. It evolved from a small, founder-led idea into an authentic Parisian lifestyle brand with a global reach.

Image courtesy of French Aboard.

3. What advice would you give to students and young professionals who want to enter into the fashion industry?

First, start small and start now. You don’t need everything to be perfect create a prototype, sell a few pieces, test your concept, and learn fast.

Second, build a community before creating a complete collection. People don’t just buy clothes; they buy a story, a personality, a feeling.

But there’s another piece of advice I wish someone had told me earlier:

Save money, save a lot of money.

Fashion is a cash-intensive industry, and you need financial stability to navigate the challenging moments, mistakes, and unexpected costs. In France, especially, banks tend to lend money only when they see that you already have savings. I didn’t save enough, and I’m still dealing with the consequences today.

When you start making sales, you might be tempted to spend more on photo shoots, videos, branding, and packaging, like the big premium brands you admire. I did that too. I wanted French Abroad to look as polished as the premium labels that inspired me, even before the company was financially ready.

But the truth is:

Your customers buy your authenticity, your story, your creativity—not expensive productions.

Some of my best results came simply from filming with my phone, speaking directly to the community.

So my advice is this:

Be extremely careful with your budget. Ensure that every euro (or every dollar) you spend serves a purpose and brings you closer to profitability. Don’t try to look like a big brand too early. Focus on the essentials, build your foundation, and invest in growth only when you’re truly ready.

Fashion is a beautiful industry, but it’s also a long game. Stay consistent, stay resilient, and treat every cent like it matters—because it does.

Image courtesy of French Aboard.

4. What’s the future of the company?

French Abroad is entering a new chapter.

We’re working on opening our first permanent boutique in Paris, in one of the city’s most iconic neighborhoods. This space will become the home of the brand—a place where travelers and locals can experience Paris through our lens.

We’re also expanding internationally:

• developing a U.S. shipping hub to reduce costs for American customers,

• strengthening our online presence and content strategy,

• and exploring collaborations with creators and cultural institutions.

My long-term vision is to make French Abroad the go-to brand for anyone connected to France, whether they’re tourists, expats, or simply in love with the French way of life.

A brand that celebrates France, but with a global, modern twist.

Video courtesy of French Aboard.