The brand M+RC NOIR came to exist after his designer Yoni realized that there was a niche market asking for luxury, quality, and affordable urban wear. He opened his first store Marché Noir - Black Market in French - back in 2012. The store was a secret shop where the customers could only come and buy if they had an appointment. They sold a selection of edgy street-wear brands which were almost to impossible to buy anywhere else in France.
The concept of a secret store selling hard-to-get brands perfectly meets the idea of the real Black Market, adding a lot of character and quirk to it. In 2014 Yoni made the decision to start and launch his own brand, after realizing that he could not find a urban wear brand that fulfilled his expectations as a consumer, and, indirectly as a designer. He wanted a good twist between urban wear and luxury while still being affordable.
However, those were not Yoni's only concerns. He was also looking to present garments that merged great design and nice fabrics because affordable does not mean it has to cut on the quality.
After its launch, M+RC NOIR quickly became a success among street-wear enthusiasts due to its clean, strong aesthetic which smoothly merges urban and luxury codes. The iconic bomber jackets and rain jackets have already become a must-have as they draw inspiration from the golden age of the American street-wear scene, especially from the eighties and nineties. Currently, M+RC NOIR sells exclusively online - except in Japan - and is working to have its first London store in 2017.
As well as being a success among the young urban crowds, M+RCNOIR has been worn by many celebrities including Wiz Khalifa, A$AP Mob, Lewis Hamilton, Metro Boomin, Chris Brown among others.