YORGO TLOUPAS is one of the most sought-after French artists. Before assuming any art direction, he was (and still is) a typographer and logotype designer at heart. His primary focus is fonts, drawings, small details, lettering, colors and proportion. In addition to his technical background, what sets him apart is his deep consciousness of the history and legacy of the brands he works for. His agency Yorgo&Co has developed the art of discreetly dusting off century-old luxury brands like Audemars Piguet, Cartier, Martell, Hermès, Veuve Clicquot and Vuitton. His most recent project was with Mercier, the legendary bicycle brand.
Like many who grew up in the 1990s, Yorgo is also deeply influenced by skateboard, surf and pop culture, and despite his subdued client guidelines, he has also proven to be more radical when needed, especially with his own brand. He’s the cofounder of blackcrows, a cult brand in the ski industry. He has also been a cyclist his entire life, a pioneer of urban riding in Paris, inveterate bicycle polo player and an unpaid ambassador of Brompton bikes.
You’ve lived in Paris most of your life and worked with high end luxury brands. How did you develop such a passion for cycling? The bike came first! As with every kid, the bike was my ticket to freedom, and I just never quit. I also spent 10 years in London that were really important in my foundation, because it coincided with the rise of urban track bikes, coursiers and polo. And even today, bikes are still my No. 1 means of transportation, in Paris or in any place I visit, just because it’s the most pleasant and efficient way to navigate big cities.
I now wear the pieces I designed for Mercier, like the iconic Miko ice cream jersey, bringing this old and bold identity into more performing shapes and materials.
How was it to ride in Paris before bike lanes had yet to be imagined? Not really worse than today. Of course, it was dangerous, but today is too, because there are so many more cyclists. But in my view, urban cycling is an art form and probably the one for which I have the greatest skills and that I love. I learned from my London bike mentors the strategy to be a “moving target” rather than a “sitting duck.” Over the years I refined the concept to be always moving, to anticipate but stay fluid rather than brake or overreact. Till now, it has proved to be safe.
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