When innovation meets passion: Guitare Xtreme magazine features BG straps in its March 2025 issue!
In an exclusive interview, Franck Bichon, founder of BG France and creator of the BG Rocks line, shares the brand’s philosophy, its commitment to comfort, style, and durability, as well as the development of the new Duo and Vintage strap collections.
A great spotlight on French craftsmanship that continues to win over more and more professional musicians.
A born entrepreneur, Franck Bichon is a rock fan who loves cigars and chunky rings. As the head of his company, BG France (founded in 1985), he has been shaking up the guitar world for a few years now with BG Rocks—a bold extension of his business with a name that speaks for itself. The straps in this line are quite revolutionary, the result of intense thought and deep discussions with professional musicians on the road. They offer premium quality for long-lasting durability, killer looks for the stage, and top-level comfort and ergonomics to prevent injuries.
BG France’s success is no accident. The boss is a globe-trotter, hopping from plane to plane to win over new business partners and musicians. Right after wrapping up his booth at NAMM, he was off to Mexico while already preparing for the TMEA in San Antonio (Texas Music Educators Association). He answered all our questions live from his hotel pool. Let’s go!
It’s been a busy season for BG Rocks. What are the results of all this work?
The biggest win is that we’ve significantly expanded our contacts and partnerships with musicians who are constantly touring. That’s crucial for us—these are the people spending two hours on stage every night, and they give us real feedback. Their comments help us understand their expectations so we can meet their needs. To connect with them, we were at the Paris Guitar Festival in Montrouge, the MIGS in Montreux, the Guitar Summit in Mannheim, and the GEL in Lyon. That hands-on presence is a top priority.
Our teams have also been focused on designing new products to expand our offering and give musicians more options. We showcased our Duo line at MIGS—two-tone straps—and right now, it’s all about the new Vintage line. These straps are softer and available in two widths, just like our Premium series: 7 cm standard and 11 cm extra-wide. That second option is essential for those with heavy guitars or back and shoulder problems.
How are these new straps different from your existing lines?
You really have to touch them—then it all makes sense. Thanks to the calf leather we use, they’re more flexible and less smooth than our other straps, with a more textured feel.
The mission was to create something with a stronger rock ’n’ roll vibe while maintaining maximum comfort. The other BG Rocks straps are more “glam chic.” These new ones are more “roots.” That said, some clients love both styles—it often depends on the guitar. Our Vintage and Vintage XL straps pair perfectly with a well-aged Les Paul. That’s why we offer multiple finishes: black, camel, and chocolate brown.
« With our Vintage and Vintage XL straps, our mission was to create something more rock ’n’ roll while maximizing comfort »
We just received them—and they really do look great. Most importantly, they keep the three signature BG features…
Why change a winning formula? First, there’s the fleece lining to absorb the instrument’s weight. Second, a cotton-sponge layer that soaks up sweat. Third, an anti-slip strip for better stability.
The strap ends are reinforced for durability, and there’s a small pick pocket too. We’re always listening to the musicians we meet, and that has led us to develop accessories like the leather wireless transmitter pouch that attaches to the strap, protective inner covers to prevent scratches and dust when your guitar is in its case or on a stand, cleaning gloves (cloths in glove form), and a comfort pad that fits any strap on the market.
Which artists are using your straps these days?
There are a lot. All the musicians in Michel Sardou’s and David Hallyday’s teams use BG France / BG Rocks. Some players on Pascal Obispo’s tour do as well. The Fatals Picards are also fans, along with our longtime supporters: Mike Cohen, Fred Chapellier, Franck Bedez, Cyril Roger from Shaka Ponk, and many more pros.
Our motto hasn’t changed: prove yourself first. If the job is done right, everything follows naturally.
Some people criticize the price of your straps. What’s your response?
Honestly, we don’t cut corners on quality. Our leather and materials come from suppliers who work with the biggest names in luxury. This is nothing like a product made in China. Yes, a BG strap is a bit more expensive—but it’ll last you a lifetime. And as I often say, it’ll save you a bunch of physio sessions too.