More than 30 years after its creation, Viahero, the brand with “40,000 bags sold per month”, is reborn from its ashes. Interview with the niece of its creator, Marion Xerri.
Published
Reading time :
5 min
:quality(50)/2023/09/28/v-65158c0883238576542871.jpg)
It was in 1992 that Martial Viahero, a helicopter pilot converted to fashion, created Viahero. A bag brand that is quickly becoming iconic for an entire generation. The brand, whose logo represents a phoenix, will gradually disappear in the 2000s.
Starting from something that exists
More than 20 years later, in 2023, Martial Viahero’s niece, Martion Xerri, chooses to relaunch the brand. But differently. Much less production. And the choice “of a circular economy circuit”without the sales objectives of the great era, by producing “top of the line”.
Vegan grape bags
The idea is to produce as much as possible in France? however with a product from Italy. Originality: grapes instead of leather. The material is made “from wine product waste”, explains Marion Xerri. To restart production, the brand raised 15,000 euros in funds. A start to get the business going again.