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Twins for Peace

Twins for Peace

Twins for Peace is a French lifestyle brand that aims to promote humanitarian values through its shoes, clothes and accessories. The twins Alexandre and Maxime founded the company in 2009 with the company logo “Be Cool. Be Good." For every pair of shoes you buy, another pair gets donated to a child in need. Each season, the company chooses a new shoe project in a developing country and teams with a local NGO to facilitate the donation. Twins for Peace are produced in a factory in Portugal where each pair is crafted from Italian fabric and leather with packaging made of 100% recycled material. 

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Twins for Peace interview


It was back in 2009 when Alexandre and Maxime Mussard founded the company Twins for Peace. The French lifestyle brand aims to promote humanitarian values through its shoes, clothing and accessories. For every pair of shoes you buy, another pair gets donated to a child in need. Each season, the company chooses a new shoe project in a developing country and teams with a local non-governmental organisation to facilitate the donation.

We had the pleasure of speaking with Maxime about the company’s overview.


1. Can you tell us about the origin of the company?

Twins for Peace was founded by myself and my brother Alexandre. We created the company with our childhood friend Louis-Feliz de Fenoyl. Our mother is none other than Pascale Mussart (the great-great-great-granddaughter of Thierry Hermès). The idea of Twins for Peace was conceived on a football pitch in Madagascar. While playing football, I noticed that a child got hurt because he was playing barefoot. I gave the child my own shoes so that he could play properly.



2. Where did the inspiration for the name of the company come from?

It comes from the fact that Alexandre and I are twins. The word peace refers to our commitment: For every pair of shoes purchased, we donate a locally and sustainably produced pair of shoes in a country we have chosen for a “shoe project”.



3. What were your biggest challenges as a company starting out?

As a starting company we had to work on how could we break into the sneakers industry, as this is a sector that is saturated by huge companies such as Adidas and Nike.



4. Is there any particular reason that you produce in Mexico?

We’ve chosen to produce our shoes in Mexico because it’s a country that I’m familiar with. Before Twins for Peace came about, I was doing a sales internship in Hermès Mexico. It is a wise strategy for us to produce in Mexico as our commitment is well rooted in South America, in which we have also made a partnership with the Gol de Letra’s association. By being established there, we are also able to check the working conditions of our employees – this is also a subject we care about.



5. Is there an individual country in South America that inspires you?

We take inspiration from all around the world. However, for the Spring/Summer collection we were inspired by Brazil since the Olympic Games will be held in Rio.



6. Where do you want your company to be in 10 years?

In 10 years we want the whole world to “be cool be good” (the brand’s motto). We want to develop our brand in fashion cities such as London, New York or Tokyo.



7. What aspects of your life do you draw inspiration from for the brand image and products?

My brother and I travelled a lot across the world. Those trips, to Brazil and Mexico for example, mixed with our daily lifestyle in Paris became sources of inspiration.



8. Are there any new design techniques that you’ve introduced for the first time with your latest products?

We just released our Twins for Peace Kids! We introduced a hook and loop fastener instead of the traditional laces in the collection. Depending on the trends and our customer’s reactions, we could potentially add the hook and loop fastener in the adult collections as well.



9. How would you describe your customer?

Our products are designed for everyone (young and old, male and female). Twins for Peace’s customers are looking for originality and uniqueness. They want to look fashionable and original while wearing sneakers.



10. Can you tell us about one of your shoe projects?

The Gacha collection, which is a unique and limited edition of handcrafted beaded shoes, represents 50 hours of work. This is traditional craftsmanship, which we value. This collection was also a result of our collaboration with the Jean-Felicien Gacha Foundation (created in 2007), which aims to educate and provide occupational skills to local villagers in Cameroon.



11. What advice would you give to someone who wants to start their own business today?

Ambition is important when starting a brand new company.


Thank you Maxime for taking the time to answer our questions. We can’t wait to see your upcoming collections!