Mister French is about vacation culture. There are a lot of brands that touch on California lifestyle, leisure, surf,etc, but no body is truly focused on vacation culture. To them this is about the excitement you have when you plan a trip. It's about a new experience, uncertainty, and spontaneity. It's about the time in your life when you're rewarding yourself; celebrating. It's about being free and loose; carefree. Mister French is about taking a break from reality, Most people have jobs and lives where they have bosses, schedules, obligations, dress codes. Mister French is about embracing the opposite. A lifestyle for people who value freedom, experience and adventure.