Lords & Fools it is Parisian concept store, founded by designer Yoahm BAROUKH in 2012. It is located at 97 Rue de Turenne. The brand famous for it gothic, decadent, rebellious yet dandyish, cutting-edge menswear style. Designer takes his inspiration from the traditions of Savile Row tailoring for each new season collection of men’s Lords & Fools clothing and accessories. Yoahm BAROUKH was born in the family, where grandfather was a tailor, father and mother worked in the fashion industry. He studied economics, but opened his first fashion shop when he was 21 (then established second and third). In that time he was the distributor of brands like Vivienne Westwood, Dsquared2, Viktor and Rolf, Balmain and many others, but soon he tired of selling the flavour of others and decide to launch his own brand under the suggestion of his ex-wife. Today, the men’s Lords & Fools clothing collection features a riot of jacquard silks, tartan, lace and fur, with old-world silhouettes and contemporary twists. In collaboration with supplier he also created a new fabric to offer the comfort of jogging in the shape of a suit. From three-piece suits to military coats, stretch denim jeans and silk bouclé dress pants, his garments are considered the perfect expression of modern luxury.