PMU® par GIFTSHOP
Counter. People. Stories.
PMU® and GIFTSHOP unveil a collection of eleven objects inspired by the world of the brand.
Modern objects with a touch of history
The spirit of PMU® lives on in eleven everyday objects that pay tribute to French bistro culture and to horse racing culture. Each piece draws on the visual archives and codes that have made PMU® a reference in French popular culture, from the carbon paper of the tickets to the green of the racecourses, from the atmosphere of bistro counters to the colours of the jockeys’ silks.
This heritage unfolds across three worlds: Fashion, Lifestyle and Tableware.
The teddy jacket, T-shirt, cap, glass sets, cup, espresso set, coaster set, lighter, ashtray, corkscrew and waiter’s friend are available now on GIFTSHOP’s online shop.
When the love of racing and the PMU® bar become a way of life
Since 1930, PMU® has been part of French culture. Found in cafés, bar-tabacs and racecourses across the country, PMU® has been part of the lives of generations of French people: Sunday punters, racing enthusiasts or simply regulars at the counter.
Beyond a lifestyle collection, this initiative carries a broader ambition: to bring the world of horse racing back into everyday French life. In their wardrobe, on the table or during a convivial moment with friends, every PMU® object in circulation helps carry French racing a little further, towards new audiences. A way of recalling that behind the brand lies a whole ecosystem and world (the races, the breeders, the jockeys and the racecourses) that keeps alive a living heritage unique to France.
By offering an exclusive collection in its brand colours, PMU® returns to the everyday lives of the French and strengthens ever further the bond that unites it with its public.
The PMU® par GIFTSHOP collection will be available from 24 September 2026 on giftshop.club and at the GIFTSHOP boutique in the Palais-Royal.
Eleven pieces to wear and to lay the table
The Teddy Jacket
The T-Shirt
The Green T-Shirt
The Cap
The Glass Set
The Mug
The Espresso Set
The Coaster Set
The Lighter
The Corkscrew
The Ashtray
The campaign
The films
PMU®
A coffee at the counter, the morning paper, regulars greeted by their first name: all of it lives on in the T-shirt, the cap, the mug and the corkscrew of the official PMU® collection. Since 1930, PMU® has been part of everyday life in France, in partner bars across the country, from city centres to the smallest villages.
This collection doesn't reinvent anything. GIFTSHOP started from what was already there: the cup on the counter, the corkscrew behind the bar, the ashtray on the terrace, the green and white, and the two horses. We remade them with care, without changing their spirit: simple objects, made to be used, for everyone who recognises themselves in them.
PMU® is a name, a place, an expression: a piece of French popular culture.
Born in 1930 with the pooling of bets, the Pari Mutuel Urbain has brought millions of French people together around the spectacle of horse racing for generations, through emotion, connection and sharing. And it is what keeps French racing alive.
About PMU®
PMU® is a name, a place, an expression: a piece of French popular culture.
Born in 1930 with the pooling of bets, the Pari Mutuel Urbain has brought millions of French people together around the spectacle of horse racing for generations, through emotion, connection and sharing. And it is what keeps French racing alive.
About GIFTSHOP
GIFTSHOP is a Paris-based creative house that turns beloved institutions, restaurants, cafés, hotels, and brands, into official product collections, working with each partner to tell their history and personality through limited-edition souvenirs, apparel, and homeware.
GIFTSHOP builds these collections with a roster of iconic addresses, sold online at giftshop.club and through its Palais-Royal boutique, while also acting as a full-service brand and marketing partner for clients ranging from heritage houses to emerging innovators. Headquartered in Paris, GIFTSHOP offers end-to-end creative and marketing solutions, from concept to execution, to give each partner brand renewed cultural relevance, using tailored activations to build cultural currency for its partners.
Press kit
- Press release · 119 KB
- Product visuals · every view · 13.5 MB
- HD campaign visuals · 54.3 MB
- All HD packshots · 535.0 MB
- Press images · square format · 12.0 MB
Other languages
- Press release (French) · 119 KB