For the little anecdote, the lace-up tennis shoe is the very first success of the brand. But above all, Serge Bensimon's best magic trick. In 1978, the Bensimons received 100,000 white gymnastic tennis shoes from the French army These tennis shoes, Serge is going to dye them. After a real research work and a long development process, he perfects a technique able to color the canvas without overflowing on the rubber. Paf, inspired by this experience, Serge imagines a new model: the famous lace-up tennis shoe. Iconic, timeless, timeless, essential... Lace-up sneakers are like the white shirt: everyone should have (at least) a pair in their wardrobe. A model that has not aged a bit since 1979 and is still passed down from generation to generation. This color is part of the permanent: that is to say, it goes with everything and it has no expiry date.