The story of the brand began in 2003, when its founder, Bruno Van Gaver, decided to launch a shoe line, named Mellow Yellow.
This play on words, which referred to the title of the famous piece of the 60’, expressed the softness, humour, brightness and colours’ diversity that would become the Mellow Yellow signature. The first collection, which was presented at the Who’s next show in Paris in February 2003, offered very fashionable styles, but rethought in order to be accessible and wearable. The craze was immediate ; the “Mellow Yellow” spirit was born.
In March 2003, the first store opened in Paris, at n°32 of the Turbigo Street. Shoes were showed in a sober and modern atmosphere, with the omnipresence of the white colour, a simple decoration and a wooden floor ; the touches of colours here and there, reference to the seventies, gave a fantasy note to the whole.
New window of the Parisian fashion world, Mellow Yellow kept on exuding its funny fashion in favourite places of its funny fashion in favourite places of the Parisian fashion world, such as Saint-Germain-Des-Prés or le Marais and through a network of multibrand stores in France and abroad.