This photograph shows the logo of Damart on the front of a shop in Lille, northern France, on November 12, 2024. Synonymous with thermal comfort for 70 years, the brand must constantly reinvent itself in a highly competitive environment, but also in a world that's getting less colder. (Photo by Sameer Al-DOUMY / AFP) (Photo by SAMEER AL-DOUMY/AFP via Getty Images)