Revel (brand)

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Revel logo in 1900 Revel-Parapluies.jpg
Revel logo in 1900

Revel is a former French brand founded in France in 1851 that manufactured luxury parasols largely for the French expatriates in the former French colonial empire.

France Republic with mainland in Europe and numerous oversea territories

France, officially the French Republic, is a country whose territory consists of metropolitan France in Western Europe and several overseas regions and territories. The metropolitan area of France extends from the Mediterranean Sea to the English Channel and the North Sea, and from the Rhine to the Atlantic Ocean. It is bordered by Belgium, Luxembourg and Germany to the northeast, Switzerland and Italy to the east, and Andorra and Spain to the south. The overseas territories include French Guiana in South America and several islands in the Atlantic, Pacific and Indian oceans. The country's 18 integral regions span a combined area of 643,801 square kilometres (248,573 sq mi) and a total population of 67.3 million. France, a sovereign state, is a unitary semi-presidential republic with its capital in Paris, the country's largest city and main cultural and commercial centre. Other major urban areas include Lyon, Marseille, Toulouse, Bordeaux, Lille and Nice.

Contents

History

Beginning

Francois Revel, founder of the company FrancoisRevel.jpg
François Revel, founder of the company

François Revel, the founder of Revel, arrived in Lyon, France, around 1830. In Lyon, François Revel joined his brother Pierre at Poncet Frères, a manufacturer of umbrellas, as an apprentice making high quality umbrellas from silk fabrics. Following the shutdown of Poncet Frères, François Revel founded his own company on 2 October 1851.

Lyon Prefecture and commune in Auvergne-Rhône-Alpes, France

Lyon is the third-largest city and second-largest urban area of France. It is located in the country's east-central part at the confluence of the rivers Rhône and Saône, about 470 km (292 mi) south from Paris, 320 km (199 mi) north from Marseille and 56 km (35 mi) northeast from Saint-Étienne. Inhabitants of the city are called Lyonnais.

Silk fine, lustrous, natural fiber produced by the larvae of various silk moths, especially the species Bombyx mori

Silk is a natural protein fiber, some forms of which can be woven into textiles. The protein fiber of silk is composed mainly of fibroin and is produced by certain insect larvae to form cocoons. The best-known silk is obtained from the cocoons of the larvae of the mulberry silkworm Bombyx mori reared in captivity (sericulture). The shimmering appearance of silk is due to the triangular prism-like structure of the silk fibre, which allows silk cloth to refract incoming light at different angles, thus producing different colors.

Veritas logo (1880) Marque Veritas.png
Veritas logo (1880)

François Revel’s first silk umbrellas manufacturing workshop was located in Lyon, benefiting from the strong regional silk expertise. In 1860, François Revel was joined by his son, Aimé Revel (who was only 16 years old at the time) who often visited customers all over Europe. In 1880, Aimé Revel created the Veritas brand (with a red triangle) and in 1900 he established the brand Parapluie Revel for French market. [1]

Parapluie Revel

Parapluie Revel is the former leading brand of the company Revel.

International expansion

The second half of the 19th century saw Revel grew internationally with the company entering the Brazilian and South-East Asia markets.

Brazil Federal republic in South America

Brazil, officially the Federative Republic of Brazil, is the largest country in both South America and Latin America. At 8.5 million square kilometers and with over 208 million people, Brazil is the world's fifth-largest country by area and the fifth most populous. Its capital is Brasília, and its most populated city is São Paulo. The federation is composed of the union of the 26 states, the Federal District, and the 5,570 municipalities. It is the largest country to have Portuguese as an official language and the only one in the Americas; it is also one of the most multicultural and ethnically diverse nations, due to over a century of mass immigration from around the world.

Three-mast sailboat "Goelette La Fanny" painting Goelette LaFanny.jpg
Three-mast sailboat "Goelette La Fanny" painting

The international expansion of Revel started with Pierre Revel in Brazil in 1851. Pierre had moved to Rio de Janeiro a few years prior and was already in the business of importing other French branded parasols and umbrellas into Brazil. In March 1850, Pierre was joined by his two brothers Henri, 19 years old, and Joseph, 32 years old, who sailed on the "Goelette La Fanny" for Rio de Janeiro. [1] Accordingly, it made sense for Revel to enter the Brazilian market given the fact that the Revel brothers were already present in Brazil and had a good knowledge of the local umbrella market.

Rio de Janeiro Second-most populous municipality in Brazil

Rio de Janeiro, or simply Rio, is anchor to the Rio de Janeiro metropolitan area and the second-most populous municipality in Brazil and the sixth-most populous in the Americas. Rio de Janeiro is the capital of the state of Rio de Janeiro, Brazil's third-most populous state. Part of the city has been designated as a World Heritage Site, named "Rio de Janeiro: Carioca Landscapes between the Mountain and the Sea", by UNESCO on 1 July 2012 as a Cultural Landscape.

Former Revel Catalogue, (Product "Pour Le Voyage", for travelling, 1914) Parapluie-Revel-Voyage.jpg
Former Revel Catalogue, (Product "Pour Le Voyage", for travelling, 1914)

By the end of the 19th century, Revel expanded into Southeast Asia and particularly in the former French Indo-China. Revel was a provider of sun accessories to French high society in the colonies, those of whom wanted to protect themselves from the harsh external elements such as the rain and sun. In Asian cultures, fair skin is desirable as tanned skin is associated with outdoor manual labour which is typical of the lower class in society. Parasols and umbrellas were primarily sold in Saigon (now known as Ho Chi Minh), Vietnam and then in Singapore in 1886. To meet increasing demand in this region, Revel increased its production and created its own factory in 1931 in Haiphong, Tonkin (the northernmost part of Vietnam).

Vietnam Country in Southeast Asia

Vietnam, officially the Socialist Republic of Vietnam, is the easternmost country on the Indochina Peninsula. With an estimated 94.6 million inhabitants as of 2016, it is the 15th most populous country in the world. Vietnam shares its land borders with China to the north, and Laos and Cambodia to the west. It shares its maritime borders with Thailand through the Gulf of Thailand, and the Philippines, Indonesia and Malaysia through the South China Sea. Its capital city is Hanoi, while its most populous city is Ho Chi Minh City.

Singapore Republic in Southeast Asia

Singapore, officially the Republic of Singapore, is an island city-state in Southeast Asia. It lies one degree north of the equator, at the southern tip of the Malay Peninsula, with Indonesia's Riau Islands to the south and Peninsular Malaysia to the north. Singapore's territory consists of one main island along with 62 other islets. Since independence, extensive land reclamation has increased its total size by 23%. The country is known for its transition from a developing to a developed one in a single generation under the leadership of its founding Prime Minister Lee Kuan Yew.

Haiphong Municipality in Vietnam

Haiphong is a major industrial city, the second largest city in the northern part of Vietnam, and third largest city overall in Vietnam. Hai Phong is also the center of technology, economy, culture, medicine, education, science and trade in the northern coast of Vietnam.

Revel staff in India Agence des Indes.jpg
Revel staff in India

Beyond Europe, South America and South East Asia, the brand extended its reach to India and Madagascar. It was sold in Madagascar from 1896 as a result of a journey by the French General, Joseph Gallieni. When General Joseph Gallieni arrived in Madagascar in 1896, he learned that only the queen Ranavalona III and noble persons were allowed to be seen using an umbrella. Appalled by this custom, he published a decree in the local newspaper ‘Voa-Voa’ allowing all people (including the indigenous) to use umbrellas. Revel created a local agency in Tamatave to import Revel’s luxury products in the wake of this new decree. [1]

In 1922, Revel engaged the famous Italian poster art designer Leonetto Cappiello to create the famous ad representing three people with umbrellas, it was published by the fine parisian printer's firm, Devambez, in the name of "Les Nouvelles Affiches Leonetto Cappiello". [2]

Parapluie Revel (advert for luxury umbrellas, 1922) Parapluie-revel.jpg
Parapluie Revel (advert for luxury umbrellas, 1922)

In 1929, Revel diversified into silk stockings and engaged once again Leonetto Cappiello to promote its new products. The artist was inspired by the previous one (with three with umbrellas) and created a poster with three women with silk stockings.

Le Bas Revel (advert for silk stockings, 1929) Cappiello-Le-Bas-Revel.jpg
Le Bas Revel (advert for silk stockings, 1929)

In 1992, the producer of the drama film The Lover (film) (an illicit affair between a teenage French girl and a wealthy Chinese man in 1929 French Indo-China) asked Revel to recreate for the film, the same parasol, the brand was selling in the former French Indo-China in the 1920s. [3]

Since its inception in 1851, Revel has gained international fame, with its parasols and umbrellas used and endorsed by various people as Paul Valéry of the French Academy, the writer H. G. Wells and Edouard Herriot, former mayor of Lyon (France).[ citation needed ]

See also

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References

  1. 1 2 3 Parapluie-Revel : 1851-1951. By François Revel. Lettre de Joseph Revel à François Revel, du 7 mars 1850. Lettre-préface d'Edouard Herriot
  2. "REVEL UMBRELLAS | Devambez, maison fondée en 1826. Graveur-Éditeur d'art". Devambez.com. 2010-10-02. Retrieved 2016-01-17.
  3. End of the movie in the credits