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ça va de soi, built to last

Since 1972, ça va de soi has taken the time to make knits part of our very nature.We’ve taken the time to choose our fibres carefully: the finest soft and warm wools from faraway lands, and the rarest Egyptian cottons that bear the name of the soil that witnessed them grow. We’ve taken the time to meet master spinners from Italy—the best in the world—who give body, elegance and colour to the raw materials. The time to do things well and to pay attention to the imperceptible details that transform clothing from simple to unique. The time to observe how women move, so that we can create pieces that travel with them from morning to night and eliminate the boundaries between seasons, eras and generations.For several years, ça va de soi founders Antoine Nasri and Odile Bougain have also taken the time to pass their unique know-how on to youg talents and their children, turning knitwear into a wonderful family affair.


The era of zero compromise

The 1960s brought us ready-to-wear—prêt-à-porter—clothing. A social movement that developed and captivated, stitch by stitch, only to enjoy to bask in its glory 10 years later. At a time when anything was possible, emerged small, stylish boutiques which, contrary to haute couture fashion houses, invited people to come in and indulge in fashion and style. And it was amidst this period of optimism and fertility that ça va de soi came to be. It emerged from the desire to generate poignant emotion from real materials, from the need to create garments that exuded real soul, in a manner both timeless and seasonless. This is the philosophy that drives Odile and Antoine Nasri, its founders.

The family business defies models, defies the laws of the markets that dictate a require¬ment to renew your wardrobe twice a year. There’s no need to start over when you already use noble raw materials that integrate philosophical depth in every fiber. Just add a few classics, pick and choose a few pieces from the most recent collection and voilà! And it’s good…

You don’t go to ça va de soi to simply adorn yourself, but rather to satisfy a need for a higher standard. To satisfy your higher stan¬dard. At ça va de soi you are choosing what deserves to be appreciated, worn and, above all, lived in. This experience will draw you back, again and again, sometimes even to the same garments... sweaters, T-shirts, dresses, cardigans... Why? Because you know you will find them in the noble materials you want and need, in cuts that flatter and in shades that uplift and brighten from within.

It’s very simple. Lasting and functional, ça va de soi is inspired by real life. It brilliantly captures all the nostalgia of the timeless cuts and elegantly bestows upon them a modern appeal that carries them into the present, sustainably. The approach is clear, direct, and never strays from the path. Between the permanent collection and the avant-garde creations that punctuate the seasons, the com¬mon thread never breaks.

A ça va de soi garment never fades, never breaks down. It’s up to the task. It’s here for the journey, living, growing with you.


Like slow food, slow fashion is in no way a new fashion.

Instead, slow fashion is a return to the essential, to an ethical, intelligent art of living that respects the environment, of course, but also the very nature of each and every one of us. There is no trend to follow in this attitude, except perhaps the pleasure of being oneself in elegance and comfort.

At the heart of slow fashion is the fibre. Natural, ethical, and of a superior quality that withstands the test of time. A fibre that we turn into pure designs that make a statement through elegance and perfection, and let the wearer take centre stage.

This philosophy has driven ça va de soi since its very beginnings, nearly 30 years ago, and shaped our values even before the term “slow wear” was invented.

Ça va de soi wools and cottons are chosen from among the best, handled with consummate skill by masters, and transformed into wardrobe essentials in collections that are always current but never seasonal or trendy. Ça va de soi creations traverse the years without losing their appeal. It is not uncommon for us to spot a woman in the street wearing a ça va de soi sweater from ten years ago, or see our two daughters, now adults, give ça va de soi cardigans or dresses a second life!

Ça va de soi boutiques also reflect this philosophy and make up part of a harmonious whole. We invite you to visit them and rediscover the fundamental essence of clothing.