Luc Laroche

Luc Laroche is a businessman who became known in the 1990s for his Lùk brand of men’s underwear.

A 1987 fashion design graduate of the Académie des Couturiers Canadiens in Ottawa, he began working in the industry as an assistant and head designer for a uniform manufacturer. He then launched his own menswear label called De La Roche, selling his products in the Ottawa region as well as in Montreal at Eaton’s and other retailers.

To broaden his clientele, in 1993 he created a line of high-end men’s underwear called Lùk. The brand was so successful, it became his sole focus. The business was located on Beaumont Street in Montreal and employed around sixty people.

In 1999, he took control of production by becoming a manufacturer, adding bathing suits, loungewear and sleepwear to his product line.

Everything was produced in Montreal and distributed to 238 stores across North America.

In 2005, Lùk was purchased by Château Lingerie (not to be confused with Le Château). Luc Laroche continued to work for the company for some time as creative director before being hired by Spanish brand Mango, where he held the positions of communications director, North America, and director of operations, Canada. He then moved to New York City and a job with Tommy Hilfiger, where he was vice-president, retail operations, for North America.

Returning to Quebec in 2011, Luc Laroche decided to go into the restaurant business and began working with an old friend, who owned the restaurant Misto. The two soon joined forces to open Le Richmond in Griffintown. As of 2018, Luc Laroche was president and co-owner of Le Richmond, in addition to having designed the restaurant’s interior.