Crystal Denim
38 rue Etienne Marcel
75002 Paris, France
P : +33 (0)1 40 41 10 10
F : +33 (0)1 40 41 10 05
Women’s RTW, Men’s RTW, Children
UPDATED : November 24 2016


Maurice Ohayon


Company profile
For Maurice Ohayon, denim is a true passion. In 2003, after twenty-five years of working with denim, reining in its natural tendency to warp, mastering different washes, and pioneering new cutting techniques, he founded Notify. Ohayon was born in 1959 in Casablanca, Morocco. His mother worked as a men’s tailor from home, measuring her customers, advising them on the styles best suited for their body types, and cutting muslin patterns for their fittings. The huge family dining room table was transformed during the day into a cutting surface around which employees and apprentices bustled about, creating buttonholes, setting linings, and sewing on pockets. The whole house lived according to the rhythm of the suits, their fittings, and the stress of last-minute alterations. Ohayon based the fundamentals of his craft on his childhood memories.
In 1973, his family moved permanently to Paris, and in 1976 Ohayon began fashion school, where he learned the ins and outs of mass production. Three years later, his diploma in hand, he set out to open an atelier like the one he remembered from his childhood. With a friend, he leased a space in Paris’ Eleventh Arrondissement, bought used machinery, and launched the brand Fetiche. One day, a fabric supplier put in his hands a strange bolt of stiff material whose indigo color stained their fingers: denim. From that moment on, Ohayon had to revise everything he knew about fabrics. It would take him four years to master the principles of cutting, assembling, and shrinking denim. Twenty-five years later, Maurice Ohayon remains fascinated by this material, which he has come to know like the back of his hand. With Notify, Ohayon seeks to apply to jeans the tailoring techniques that he learned from his mother. Ohayon favors exacting cuts, traditional handmade details, and superb craftsmanship. He believes that pockets are very important—his mother would often say that "the air of a man depends upon the right balance of his pockets’ shape and positioning." Ohayon embroiders the name of his brand on the inside waistband of each pair of jeans, just like his mother used to do with the name of her clients inside their suits. This mix of modern fashion and old-world details has made Ohayon an international success.

Fashion shows & sales campaign

Contacts & showrooms

Showroom Notify
via Carlo Poma 52
20129 Milan, Italy

Sales Department
Sales Assistant

Veronica Brevi
P : +39 02 70004838

Notify Showroom
38, rue Etienne Marcel
75002 Paris, France

Sales Department
International Press Contact

Héloise Sennegon
P : +33 (0)1 40 41 68 66

Notify Showroom
38 rue Etienne Marcel
75002 Paris, France

Sales Department

Patrick Ohayon
P : +33 (0)1 40 41 10 10

Multilabel showrooms
Sales territories
133/135, Chaussée de Charleroi
1060 Brussels, Belgium
Sales Dept. Belgium
Sylvie Desneux
P : +32 2 539 26 23

Aman Co. Ltd.
Pola Ebisu Bldg. 10F 3-9-19 Higashi, Shibuya-ku
150-0011 Tokyo, Japan
Sales Dept. Japan
Masahiko Fuji
P : +81 3 6418 58 08

MC2 Diffusion
41 rue De Saintonge
75003 Paris, France
Sales Dept. France
Catherine Gouin
P : +33 (0)1 48 04 06 48

Press offices
Aman Co. Ltd.
Pola Ebisu Bldg. 10F 3-9-19 Higashi Shibuya-Ku
150-011 Tokyo, Japan

Megumi Senoo
P : +81-3-6418-6039

Press releases

Selection of multilabel boutiques
14 Oz
Münzstrasse 19
10178 Berlin
e commerce

60-64 Ledbury Road Notting Hill
W11 2AJ London
United Kingdom
e commerce

Jofre Joaquim
Llovera, 32
43201 Reus
e commerce

Keyakizaka Complex 1,2F Roppongi Hills Hillside
6-10-2 Roppongi-Mina Tokyo
e commerce

Yurakucho Bldg. 1,2F 1-10-1 Yurakucho Chiyoda-ku
100-0006 Tokyo
e commerce

611 Fifth Ave., at 50th St.
10020 New York
United States
e commerce

Le Bon Marché
22-24, rue de Sèvres
75007 Paris
e commerce

Marie Claire
kustlaan 139141
8300 Knokke
e commerce

2, Petrovka Street
103779 Moscow
e commerce