ABOUT OUR BRAND
I'm Amélie Le Roux, and I founded Béton Ciré at the end of 2013 after falling in love with something I had known my whole life: the Breton miki my grandfather wore in Quimper. At the time, I was constantly moving between Brittany and Paris. I'd come back to the city wearing my miki and my yellow raincoat, and people always noticed. That's when I realized this piece, originally designed for life at sea, had everything it needed to become part of a modern urban wardrobe.
The miki wasn't created as a fashion accessory. It's a technical hat: brimless to keep the wind from catching it, cut above the ears so sailors can hear the wind and adjust their sails, and fitted with an adjustable strap to stay securely in place. I wanted to preserve that original purpose while completely reworking the shape, proportions, materials, and finishing details. My goal was never to create a trend, but to make a piece people would genuinely want to wear every day, in every season, and that would keep its shape and quality for years.
The name Béton Ciré says everything about the brand. Béton stands for the city, architecture, and the urban culture that inspires me every day. Ciré is a nod to Brittany, the sea, fishermen, and the iconic yellow raincoat. Since the beginning, we've been designing pieces that naturally belong in both worlds. Today, our collections include headwear and accessories, all created with the same philosophy: functional, well-crafted, and made to last.
From the start, Béton Ciré grew because people wore it. Not through big marketing campaigns, but through a community that recognized something different. Architects, designers, chefs, photographers, musicians, baristas, artisans, and creative people from all walks of life embraced the brand because they appreciate thoughtful design, quality materials, and products made to last. Thirteen years later, that vision hasn't changed. We continue to create headwear and accessories that people choose for their quality, keep for years, and often end up collecting.