Bringing 150 Years to Life
For the occasion, La Patate Douce, in partnership with Sprezza, was reimagined as a celebration of classic American style, blending the atmosphere of a traditional American bar with references from G.H.BASS’ rich archive. Guests were invited to explore our iconic range of shoes. Vintage logos, varsity-inspired flags and heritage graphics from our archive were woven throughout the space, bringing the past and present of G.H.BASS together as a tribute to the craftsmanship and cultural moments that have defined us as a brand since our beginnings in Maine in 1876.
Our Legacy
Originally known for producing durable footwear for outdoor pursuits, G.H.BASS has become a defining name in American style. Our shoes, boots, and loafers have become part of many cultural movements, from Ivy League campus communities and music scenes to contemporary fashion.
At the centre of our legacy is the iconic Weejuns® penny loafer, first introduced in 1936 as the world’s first penny loafer. Inspired by traditional Norwegian footwear, G.H.BASS refined the silhouette to create a style that would become one of the most recognisable shoes in modern fashion history. For decades, Weejuns® have been embraced by generations of creatives, musicians and style enthusiasts, a true symbol of timeless American design.
A Celebration to Take Home
To mark our special anniversary, our guests were treated to exclusive keepsakes created especially for the occasion. Inspired by our archive, the collection included iron-on patches featuring vintage designs, commemorative gold anniversary coins and engraved gold shoehorn keychains. Our unique way of taking a piece of the celebration home.
The Sound of the Celebration
Paris-based DJ Oscar Smadja set the soundtrack for the celebration before a live performance from jazz and hip-hop artist Goya Gumbani. A long-time friend of the brand, Goya brought his signature sound to La Patate Douce, adding a contemporary touch to an evening full of heritage.
Taking Our Story to the Streets
Continuing beyond the event space, we brought our story to the streets of Paris with an outdoor campaign across Le Marais, transforming one of the city’s most iconic neighbourhoods into a celebration of our long-standing history, connecting 150 years of craftsmanship with the creativity and style of modern Paris.
The Paris Event is part of our G.H.BASS’ global anniversary activations, with further events planned across countries like Germany, the United Kingdom and Italy. Stay in the loop and hear about all things G.H.BASS by signing up to our newsletter here.
