Founded in 2018 by Sean Coutts, an american designer originally from Miami and raised in Peru, luxury streetwear label Pas Une Marque, meaning ‘Not a Brand’, has just enlisted Paris Brosnan, son of actor Pierce Brosnan and former James Bond, for its winter collection.

“I chose Paris because he embodies the spirit of the ‘Seams of Dissent’ collection,” explained Coutts. “He’s someone who naturally bridges the gap between creativity and rebellion, which is central to the narrative we wanted to tell. Paris has this quiet confidence and introspection that reflects the artist’s journey in the campaign. He’s not just a model; he brings a personal energy to the role, making the story of the collection come to life in an authentic way. He was perfect for representing that balance of legacy and individuality.”
 
A model since his teens, Brosnan has also been noticed in recent years as a painter, offering paintings that explode with colors and unruly expression. A passion he inherited from his father and largely influenced by Los Angeles, where he grew up.

Pas Une Marque, which has positioned itself not simply as a fashion label, but a lifestyle and a philosophy “is built on the philosophy of questioning norms and embracing individuality” added Coutts.

“We believe fashion should be more than just clothing—it should be a way to express who you are and what you stand for. Our collections challenge societal expectations and encourage people to reflect on their own identity. At its core, Pas Une Marque is about fostering a sense of rebellion through self-expression and inviting wearers to engage with fashion in a deeper, more thoughtful way.”

Crafted in Peru, “each piece embodies defiance and resilience, showcasing techniques like hand-burning, intricate embroidery, and silk screen printing,” continued Coutts.

A recurring key motif, symbolizing unlocked potential, invites “transformation and self-discovery, capturing the tension between structure and chaos and reminding us that true freedom begins with embracing new possibilities.”
 
In addition to introducing new product categories such as duffles and accessories, alongside outerwear, trousers, tops, and knitwear, Coutts called on artist Johnson Tang for this new collection.

“His work has always resonated with me, especially his ability to blend surrealism with reality,” said Coutts. “For Seams of Dissent, we worked with him to bring a 3D element to the garments. We incorporated shadows, textures, and hand-embroidered details to create pieces that felt alive, almost like wearable art. It wasn’t just about designing clothes but about pushing the boundaries of what fashion can express.”
 
Based in Paris and supported by the Promas agency, Coutts now distributes his brand through a dozen outlets in France, the United States and the UK, as well as on the brand’s online platform.

“Our development strategy is centered around expanding into new markets while still keeping our core values intact. We also focus on engaging our community through unique events, like pop-ups at key fashion weeks, and partnering with stores that align with our brand’s philosophy.”