About Us
Wear it today. Wear it for years.
Our mission it to design clothes that reflect who you are. Designed to last. Made to be worn. Our products are here to stay, be loved, and kept.
OUR VISION
Madame Serviettes was born from a simple idea: to create beautiful clothing without always starting from new fabric.
We believe there is already an incredible wealth of textiles around us—vintage towels, forgotten fabrics, and materials waiting for a second life. Instead of producing from endless rolls of new fabric or relying on mass manufacturing overseas, we choose to create from what already exists.
Our goal is to design timeless pieces while working with local craftsmanship whenever possible and valuing the resources already available in our communities.
Of course, we dream of sharing Madame S with people all over the world. We hope to grow internationally, but we want to do it at our own pace, staying true to our values every step of the way.
We believe fashion can be more thoughtful. Buying less, choosing better, and giving new life to existing materials is a small but meaningful way to care for our planet.
Because the most sustainable fabric is often the one that already exists.
OUR PROCESS
Making the world a bit cooler, one vintage towel at a time.
From the very beginning, every Madame Serviettes piece has been made with care by skilled seamstresses and small independent makers.
As the brand has grown, so has our production. What started with a handful of talented artisans has evolved into a network of trusted workshops and experienced makers who share our commitment to quality and thoughtful craftsmanship.
Today, production is coordinated from Paris, where every piece is carefully managed before being prepared and shipped to its new home. We work closely with a small selection of French workshops, allowing us to grow while staying true to our values: quality over quantity, attention to detail, and responsible production.
For us, every garment is the result of many hands, shared expertise, and a genuine passion for making things well.
Every year, Madame Serviettes transforms more than 120kg of vintage cotton towels hand-picked all over France, into unique functional pieces
ABOUT THE FOUNDER
Emma Treiber
I’ve always been fascinated by ideas.
I studied Communication and Advertising, where I loved creating concepts, building brand strategies, and imagining campaigns that could inspire people. But as I discovered the industry, I realized something didn’t feel right. I couldn’t see myself encouraging people to consume more.
Shortly after graduating, I broke my ankle. What first felt like a setback became an unexpected turning point.
During my recovery, I had time to slow down and ask myself a simple question: What kind of life do I really want to build?
One of my childhood dreams was to surf, so once I could walk again, I followed it. That decision took me to surf houses in Morocco, Brazil, and Chile, where I discovered a different rhythm of life—one shaped by nature, creativity, and meaningful connections.
A few years later, I settled in the French Basque Country. While working in small events, I started making garments from vintage towels simply because I loved creating new things.
What began as a creative experiment soon became Madame Serviettes.
Today, I’m building a brand that brings together everything I care about: thoughtful design, upcycled materials, craftsmanship, and a slower way of creating.
I still dream big. I hope to grow Madame Serviettes internationally, while staying true to the values that inspired it from the very beginning: creating less, creating better, and proving that beautiful things can come from what already exists.
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