When ex-advertising creative James Hatfield was sitting on a beach in the South of France, he noticed that nowhere, not even Saint -Tropez, the backdrop to BLEU, is exempt from the effects of pollution and rubbish, especially plastic waste.

A thought occurred. Create something fun and uplifting, but at the same time, something with a serious message, that underlines the inspiration and motivation.

Fun and serious can work together.

So, a name, a playful design, and a colourful range of caps were created to promote the philosophy behind BLEU.

Playtime by BLEU perfectly captures the spirit of the brand.

Our beautiful beaches and oceans are playgrounds to be enjoyed, but taking care of them is also our responsibility.

Go play.

Have fun but take care.

Love

BLEU.