Max Doré's Tears: The Story of Marc Séguin and UNDZ Underwear

At Le Socle, we often say that art and business are not enemies. On the contrary: when mutual respect is established, the friction between a brand and a creator can create a true cultural explosion.

To understand this DNA that we instill in artisans throughout Quebec today, we have to go back in time. Back to 2015.

At that time, our founder, Max Doré, was the president and founder of the underwear brand UNDZ. The company was experiencing explosive international growth and forging numerous bold collaborations with giants of the global art world, such as Ai Weiwei and the designer Walter Van Beirendonck.

But one of the most significant encounters took place here, with a titan of Quebec contemporary art: Marc Séguin.

The genesis of the project

The idea was simple on paper, but ambitious in reality: to collaborate with Marc for a few months to create underwear inspired by his raw and impactful work. The process unfolded, the exchanges fruitful.

Until the day Max visited the artist's studio, located at the time in the Saint-Henri neighborhood of Montreal.

The visual shock

Upon entering the studio, Max's attention is immediately drawn to a monumental work hanging on the wall. It's not just any canvas: it's a masterpiece, destined for the prestigious National Gallery of Canada.

Max approaches the painting. He observes the male figure painted by Séguin. And then comes the shock. On the man immortalized on the canvas, one can clearly see... UNDZ underwear.

Marc Séguin had not simply applied his art to a commercial product. He had taken the commercial product and elevated it to the status of major art, freezing it for eternity in a work of national significance.

The power of true collaboration

Overwhelmed by emotion and the symbolism of this gesture, Max was unable to deliver a corporate speech.

"He simply took Marc in his arms, crying to thank him."

This precise moment encapsulates everything we're building at Le Socle.

When a company deeply respects a creator's work, magic happens.

Art doesn't have to be humble to be noble.

A well-conceived commercial product can permeate mainstream culture.

Today, with our accelerator, we're putting this same vision at the service of artists and artisans across Quebec. We're not here to do half-measures. We're here to help you build bridges, create strong brands, and who knows, maybe even end up in a museum.