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Since their doors opened in 1853, Goyard has built their brand on exclusivity - quickly creating the ultimate status symbol amongst the most wealthy. With no advertising, campaigns or endorsements, Goyard has established buzz in a way that no other luxury brand has. Their mystery builds desire in the most elite. The House of Goyard believes that mass consumption will contribute to the loss of their allure and rarity, so product releases to the public are very minimal.