How it all began...

After Jean Van der Elst founded the company in 1971, he and his wife, Paula Taghon, had the first headquarters built in the center of Aalter. This was in 1973. Steven was born a year later. This is the first photo of the company building, taken in 1976.

Paula had no experience in fashion, but she joined the story anyway. Luckily, she could rely on the expertise of Madelon and studio manager Marleen Adams, who taught her the ropes. In this photo, we also see one of our current managers, Steven Van der Elst.

In the mid-1970s, the company employed around 20 seamstresses. They handled the entire production process. Fabrics were cut here, and all items were produced in Aalter.

One of our employees, Lucrèse Van de Kerckhove, was with us from the start and continued to work with us until retirement age.

Founder Jean Van der Elst, posing with his first van.

Each piece must leave the studio in perfect condition and is carefully ironed.

Lots of activity in the small but cozy studio

Doing business in the 1970s: pen, paper, and telephone

Our seamstresses, diligently at work.

Customers placed their orders on Monday, everything was produced by Friday, and by Saturday it was already in the stores. Paula and Jean sometimes worked day and night.

Jean and Paula with their first son, Steven.

Instilled in him from an early age... From a young age, Steven spent a lot of time in the studio...