Imagine buying clothes and household appliances like you might buy wine or cheese: with close attention to where it was made, how it was produced—who produced it—what the ingredients are, whether it keeps well. What’s the terroir of those pony-skin gloves? How long has that blender been produced in this part of Normandy? What is it about the locals here in the back-country of the Limousin region that they make such exceptional men’s loafers?
Now imagine a whole economy built on that idea—terroir consumption or “loca-buying”—and you have an idea of the “Made in France” movement that’s been quietly spreading in France over the past few years.
Just this week yet another book came out about products made in France. It’s called “Objets éstampillés France” (meaning, literally, “Objects Stamped France”), and features beautiful photos of objects as diverse as black lace from Calais (first manufactured in 1816), and notepads from the Rhodia company (founded in Lyon in 1932), with captions of admiration written by French celebrities for these mythical French-made products that have become celebrities themselves.
The term “movement” is probably over-stating the impact of “Made in France” (pronounced “med een Franz” in French), but it has definitely become a frequently-cited slogan—and clearly a business opportunity—since France’s Minister for Industrial Renewal, Arnaud Montebourg, launched the idea last year as a strategy to jolt France out of its economic crisis. Instead of buying imported goods or French products manufactured in outsourced hubs abroad, he encouraged the French to buy products that are French and made in France, investing money that might have been subsidizing foreign companies and foreign workers back into the French economy. Last October, he posed on the cover of a magazine wearing a striped sailor t-shirt (Armor Lux, Brittany region) and holding a blender (Moulinex, Normandy region) to make his point.
The whole plan felt a little iffy, with a scent of nationalist protectionism edging generously towards populism. Montebourg got a lot of flack for the magazine cover which seemed very out of step with the buttoned-up tone of traditional socialist politics and because, well, the whole anti-foreign, flag-waving thing traditionally belongs to parties on the opposite side of the spectrum.
It turns out it may not be the soundest economics either. This summer, a report by a non-partisan research institute revealed not only that buying “Made in France” would cost consumers up to $400 more a month, but that the extra money spent on French-made products would divert consumer cash from the service industry—which actually generates more employment than the manufacturing industry. In brief, buying exclusively “Made in France” might actually be bad for the French economy.
What it’s good for though is the French spirit. More than a plan for the economy, “Made in France” is a rallying cry for French identity. It’s a reminder of what the French are good at, of what makes France…France—in the minds of the French. Craftsmanship, know-how, innate good taste, a tradition of objects with meaning, rooted in a place and a culture. Being really good at something. Heck, being the best at something.
This is the image the French have of themselves and want to project to the world. The idea of what “Made in France” represents—a certain uniqueness and exceptionalism—is the rampart protecting France’s place in the world from the onslaught of an overpowering global economy.
And the fact is that stuff that’s been made in France for generations really is, generally, beautiful and just…better. I’m a fan of terroir chic, of seeking out the best that loca-style has to offer: that grand cru of tobacco pipes made in the village of Saint-Claude (since 1855), that perfectly aged method for making Sophie, the natural-rubber toy giraffe (manufactured since 1961), those beechwood-encased folding knives by Opinel that haven’t changed shape or materials since 1890. It’s true that these kinds of objects are hard to find out there in the world these days.
But guess what? They’re still made in France.
I leave you with a map of French terroir fashion, a guide to style-by-region featured in the fashion magazine Madame Figaro last month. You just might be tempted, on your next trip to France, to get some Fabre gloves (since 1924) along with your case of Côte du Rhone near Nîmes in the south of France, or a vintage studded belt from the leathergoods company Laffargue (since 1890) along with your Iberian ham in the Basque country.
You’ll be doing good to the French spirit—in fact, you’ll be wearing the French spirit home. And you’ll look undeniably the chic-er for it.
Pingback: The French Are Pissed and Wearing Hip Red Caps | L'Amie américaine