“I used to do everything, now I do nothing,” jokes Touitou, looking back at the last 27 years. “Today, I’m the spiritual guide, I guess,” says the founder, though he is still very much actively involved in the day-to-day operations of the company. “In some technical fields, I’m the best, as a clothes engineer, at the source of creativity. I believe I’m good with fibers, threads. I’m also good with leather. In some cases, I don’t think they could replace me.”
Touitou’s well of knowledge comes from his tanner grandfather, his leatherwear-worker father and books. Lots of books. “I have a very simple method of working: when I don’t know something I buy a book and I read it — I read a lot about cotton. Then you know things that nobody would teach you, even in fashion schools.” Touitou’s love of reading has also armed him with a deep knowledge of history, politics and philosophy.