Bichon
Bichōn®️ is a privately held, Miami-based slow-fashion apparel brand founded in 2019 that designs and sells GOTS-certified organic cotton t-shirts, hoodies, hats, and kids' apparel with a signature glow-in-the-dark embroidery across four U.S. city-themed collections (Miami, Las Vegas, New York, California), sold direct-to-consumer via Shopify and through curated boutiques and Faire wholesale.
- Company typePrivate
- Founded2019
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bichon does
Bichōn®️ is a privately held, Miami-based slow-fashion apparel brand founded in 2019 by Franco-American entrepreneur Marilou Desnoulez. The company designs and sells embroidered t-shirts, hoodies, hats, kids onesies, and intimates organized into four city-themed collections — MIAMI, LAS VEGAS, NEW YORK, and CALIFORNIA — that pay tribute to U.S. urban and neon-sign culture. Its signature technical differentiator is a glow-in-the-dark embroidery technique using UV-reactive threads that illuminate after exposure to sunlight, black light, or a smartphone flashlight; the embroidery is produced in-house in Miami while 90% of cut-and-sew is done in the USA.
The business model is direct-to-consumer e-commerce powered by Shopify at thebichon.com, augmented by a network of ~8 curated retail corners and pop-ups across Miami and New York, plus wholesale distribution through the Faire marketplace and online partners. Products are sold as one-time unit purchases priced $21–$62 (t-shirts $21–$42, hoodies $62, hats $39, intimates $26), with free U.S. shipping above $99 and USPS Priority Mail International shipping ($24) globally. The target customer is style-conscious men and women, kids, and conscious/sustainable-fashion consumers who value American-made, GOTS- and OCS 100-certified organic cotton apparel with distinctive city-themed designs.
Bichōn is bootstrapped (no funding rounds identified) and operates as Bichon LLC in Florida with 1–10 employees. The brand is differentiated by its registered trademark, third-party-certified organic supply chain, Made-in-USA embroidery, and active participation in the Fashion Revolution transparency movement. It sustains modest cause-marketing alliances (Angel Watching Over Me, 500 Projects of Love) tied to specific city collections.
Bichon firmographics
Firmographics- Name
- Bichon
- Legal name
- Bichon LLC
- Website
- https://www.thebichon.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bichōn®️ is a privately held, Miami-based slow-fashion apparel brand founded in 2019 that designs and sells GOTS-certified organic cotton t-shirts, hoodies, hats, and kids' apparel with a signature glow-in-the-dark embroidery across four U.S. city-themed collections (Miami, Las Vegas, New York, California), sold direct-to-consumer via Shopify and through curated boutiques and Faire wholesale.
- Ownership category
- akta.pro rank
Bichon industry classification
Industry- Product category
- Embroidered Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- Labels, Tags & Branding Trims (Woven/Printed Labels/Hangtags/Patches/Heat Transfers) (IMAOALAC)
Keywords
Where Bichon is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Bichon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Direct Product Sales: Direct-to-consumer sales of embroidered apparel (t-shirts, hoodies, hats, underwear) through e-commerce store. One-time product purchases with prices ranging from $21-$62 per item. Free shipping on orders over $99.
- Wholesale Distribution: Wholesale distribution to retail partners through Faire marketplace and direct relationships with curated boutiques across the US.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | T-shirts and Tops |
| Unit Pricing | Pay-as-you-go | Hoodies |
| Unit Pricing | Pay-as-you-go | Hats and Accessories |
| Unit Pricing | Pay-as-you-go | Intimates |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels6 records
Bichon product offering
Product offeringCore offering
Bichōn designs, manufactures, and sells slow-fashion embroidered apparel — including t-shirts, hoodies, hats, kids onesies, and gift cards — across four city-themed collections (MIAMI, LAS VEGAS, NEW YORK, CALIFORNIA). Its signature feature is glow-in-the-dark embroidery using UV-reactive threads that illuminate after exposure to sunlight or artificial light, with apparel made in the USA from 100% GOTS- and OCS 100-certified organic cotton.
Product overview
Bichōn is a slow fashion apparel brand offering four city-themed collections (MIAMI, LAS VEGAS, NEW YORK, and CALIFORNIA) featuring embroidered t-shirts, hoodies, hats, and kids onesies. The brand's signature differentiator is glow-in-the-dark embroidery technology that creates neon light effects inspired by vintage American city signage. All products are made in the USA from 100% certified organic cotton (GOTS and OCS 100 certified). The product portfolio spans four main collections, each offering gender-specific (men, women, kids) apparel with consistent glow-in-the-dark embroidered designs that honor iconic U.S. cities.
Differentiator
Problem solved
Functional benefit
Products and services
- MIAMI Collection City-themed embroidered apparel collection featuring Miami-inspired designs including flamingos, alligators, palm trees, and Art Deco motifs, with signature glow-in-the-dark embroidery. Part of purchases donate to Angel Watching Over Me (AWOM) to finance Miami Time Talks for those who have lost a loved one.
- LAS VEGAS Collection City-themed embroidered apparel collection featuring Las Vegas-inspired designs including motels, casinos, neon signs, and hearts motifs, with signature glow-in-the-dark embroidery. Part of purchases donate to 500 Projects of Love to support the Vegas homeless community.
- NEW YORK Collection City-themed embroidered apparel collection featuring New York-inspired designs including NYPD officers, skyscrapers, bagels, and subway motifs, with signature glow-in-the-dark embroidery.
- CALIFORNIA Collection City-themed embroidered apparel collection featuring California-inspired designs including surfboards, Palm Springs, and Hollyweed exit signs, with signature glow-in-the-dark embroidery.
- Embroidered T-Shirts Crew neck and fitted t-shirts featuring embroidered city-themed designs with glow-in-the-dark effects. Made from organic cotton and available for men, women, and kids across all four city collections, with most items priced $29-$42.
- Embroidered Hoodies Pullover hoodies with large pockets featuring embroidered city-themed designs with glow-in-the-dark effects. Made from 100% certified organic cotton fleece and priced at $62.
- Embroidered Hats Caps and hats featuring 3D puff embroidery with glow-in-the-dark effects, available with curved or flat brims and velcro or plastic closures. Priced at $39.
- Kids Onesies Onesies for children featuring embroidered city-themed designs with glow-in-the-dark effects, including Vegas Baby and NYC Baby onesies from the Vegas and New York collections.
- Gift Cards Gift cards available for purchase in variable amounts, giving recipients the ability to shop Bichōn's collections.
Quantifiable outcome
- Since 2022, every new creation is Made in USA
- +2 more outcomes
Companies that use Bichon
Customer profileSegments5 records
Ideal customer profiles4 records
Bichon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Bichon partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Angel Watching Over MeminorPart of purchases from the Miami collection donates to Angel Watching Over Me (AWOM). The donation finances Miami Time Talks that help individuals who have lost a loved one.
- 500 Projects of LoveminorPart of purchases from the Vegas collection donates to 500 Projects of Love. The donation helps the Vegas homeless community.
- ShopifycoreE-commerce platform powering the online store at thebichon.com. Provides payment processing, inventory management, and storefront functionality.
- Wynwood ShopminorRetail corner location at 181 NW 25th St, Wynwood, Miami, FL 33127. Curated selection of Bichōn products.
- Frangipani MiamiminorRetail partner at 2239 NW 2nd Ave, Miami. Carries Bichōn products in their boutique.
- KCull ShopminorRetail partner in Little Havana at 1358 SW 8th St, Miami, FL 33135.
- Selina Miami Gold DustminorRetail partner in MIMO District at 7700 Biscayne Boulevard, Miami, FL 33138.
- FrenchwinkminorManhattan boutique at 245 W 29th St, New York, NY 10001 carrying Bichōn collection. Also operates online at frenchwink.com.
- Frost ScienceminorMuseum gift shop partner at 1101 Biscayne Blvd, Miami, FL 33132. Curated retail selection.
- Selina Miami River / Casa FloridaminorBoutique partner at 437 SW 2nd Avenue, Miami FL 33130 on Miami River.
- BandeoshminorMiami Beach retail partner at 804 Lincoln Ln, Miami Beach, FL 33139.
- Roses and DreamsminorOnline partner at rosesanddreams.us carrying Bichōn products.
- Faire WholesaleminorWholesale marketplace platform (faire.com) enabling retailers to purchase Bichōn products for resale.
- Fashion RevolutionminorBrand participates in #whomademyclothes and #whatsinmyclothes movements initiated by Fashion Revolution. Committed to transparency about supply chain and ethical practices.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Bichon competitors and assessment
Company assessmentDirect peers
- Rowing Blazers: NYC-based DTC apparel brand known for heirloom-style embroidered knitwear, retro-Americana prep aesthetic, and a similar price-point and curated-retail distribution model. Closely comparable to Bichōn on embroidery as a signature technique, nostalgic Americana storytelling, and boutique-wholesale channel mix.
- Bode: Emily Adams Bode's NYC brand centers on hand-crafted embroidery and vintage Americana, with a strong narrative around provenance and craft. Directly comparable to Bichōn on embroidery-as-hero, American-heritage narrative, and made-in-USA positioning.
- Saturdays NYC: Surf-meets-city lifestyle apparel brand with NYC and international boutiques. Comparable to Bichōn on lifestyle-led small-batch apparel, city-themed collections, and curated in-store retail experience.
- Pact: Organic cotton basics DTC brand with GOTS-certified supply chain. Directly comparable to Bichōn on organic cotton positioning, sustainability certifications, and DTC-led basics apparel model, though at lower price points and broader category.
- Madhappy: Premium DTC lifestyle apparel brand with curated retail, cause-marketing, and a strong community/content engine. Comparable to Bichōn on small-team DTC scale, philanthropy-aligned collections, and curated-boutique + pop-up omnichannel strategy.
Broad incumbents
- Aimé Leon Dore: Teddy Santis's NYC lifestyle label built on Queens-inspired vintage Americana. Overlaps with Bichōn on nostalgic American storytelling, product narrative, and curated DTC + flagship retail model, but at materially larger scale.
- Buck Mason: American heritage basics brand with strong DTC and own-store footprint. Comparable to Bichōn on Made-in-USA positioning, classic Americana aesthetic, and DTC-first distribution, though broader in category (denim, tees, outerwear) and at greater scale.
- Todd Snyder: American menswear designer label with J.Crew-adjacent customer base and a Madison Avenue flagship. Comparable to Bichōn on American-heritage aesthetic, premium price points, and curated DTC + department-store retail mix.
- Outerknown: Kelly Slater's sustainable apparel brand built on organic and recycled materials. Comparable to Bichōn on the sustainability + organic-cotton narrative and transparency commitments, though at significantly larger scale.
Emerging players
- Naked & Famous Denim: Canadian-made denim and apparel brand that emphasizes transparent manufacturing and proprietary fabric innovations. Comparable to Bichōn on the 'innovation in fabric/finish as differentiator' thesis and the made-in-North-America stance, though denim-focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bichon social profiles
Digital presenceBichon compliance and trust
Trust signalCompliance2 records
Bichon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bichon leadership team
Management profileNumber of profiles
Profiles1 record
Bichon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bichon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bichon
What does Bichon do?
Bichōn designs, manufactures, and sells slow-fashion embroidered apparel — including t-shirts, hoodies, hats, kids onesies, and gift cards — across four city-themed collections (MIAMI, LAS VEGAS, NEW YORK, CALIFORNIA). Its signature feature is glow-in-the-dark embroidery using UV-reactive threads that illuminate after exposure to sunlight or artificial light, with apparel made in the USA from 100% GOTS- and OCS 100-certified organic cotton.
Is Bichon a public or private company?
Bichon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bichon founded?
Bichon was founded in 2019. It employs 1 to 10 people.
Where is Bichon based?
Bichon is headquartered in Miami, United States, in the North America region.
How does Bichon make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution.
Who are Bichon's main competitors?
Direct peers on record are Rowing Blazers, Bode, Saturdays NYC, Pact and Madhappy. Broad incumbents are Aimé Leon Dore, Buck Mason, Todd Snyder and Outerknown. Naked & Famous Denim is listed as an emerging player.
Does Bichon have an API?
No public API is recorded for Bichon.
What industry is Bichon in?
Bichon's product category is Embroidered Apparel. Its primary akta.pro industry code is IMAOALAC, Labels, Tags & Branding Trims (Woven/Printed Labels/Hangtags/Patches/Heat Transfers). Its NAICS code is 315 and its SIC code is 2300.