Thierry Coudert found the inspiration for his beautifully recycled objects in Cotonou (Benin), many years ago. Local artists revealed to him the endless potential of old car tires. By a strange coincidence this material seemed to be intertwined with Thierry’s destiny for he was born and raised in Clermont-Ferrand in France, home-town of the Michelin tire.
The recycling of rubber and other used and thrown away materials has become a real creative industry in Morocco like in other African countries. This “post-industrial handicraft” so to say is an expression of the continent’s resourcefulness.
In 2011 Thierry settles in Marrakesh among other pioneers of the recycling business (they can all be found in the same street in Marrakesh). It doesn’t take long before the locals start calling him “Mister Michelin”. The name stays and his products soon prove to be a success completely in line with the imaginative spirit of the country.