Decentboy didn’t start as a brand.
It started with François and Nicolas.
François Glorieux †. Composer. Pianist. He worked with Michael Jackson and some of the biggest names in classical music.
Nicolas Larosse. Model, TV host and creative.
Yours truly.
Different generation. Different world.
Somehow, they had a vibe.
What started as an unexpected encounter became a real friendship.
but real music.”
— Arthur Rubinstein
And François?
He did what he always did.
He wrote music.
Four compositions for Nicolas. The last had a rather specific title:
“Nicolas Larosse,
A Decent Boy.”
That was it.
No branding.
No brainstorm.
No marketing bullshit.
Just François calling Nicolas a decent boy.
became one.
La vie en Larosse.
The world of Nicolas Larosse, where Decentboy came to life.
A nod to la vie en rose.
From Antwerp to somewhere far too far away.
From beautiful places to bad ideas.
And always the same question:
What am I going to wear?
That’s how Decentboy became something to wear.
For daytime, after dark
and everything in between.
Decentboy
