Something interesting is happening in the world of streetwear. It’s fixing up, shedding its scrappy roots and going all out for growth. Latest development? In the space of a few weeks, two of its most culty brands have opened retail stores that cement their influence and ambition for mass expansion.
On June 17th, Hypebeast unveiled an impressive new seven-storey HQ-slash-store-slash-event-space in NYC’s Chinatown. Two weeks earlier, Aimé Leon Dore (above and below) opened its London store in the heart of Soho, a two-storey retail destination incorporating a marble-floored café and a VIP private lounge. A sneaker’s throw from Supreme and Stussy, Aimé Leon Doreis a far more refined proposition than these rough and ready rivals. Its branding is more preppie-adjacent than skater kid, yet it speaks to the same youthful demographic. (more…)
The J.Crew menswear 3.0 look book is in. Is it any cop? You decide.
First impressions from Brendon Babenzien’sJ.Crew vision are… it looks promising. Not ground breaking but it aligns with the Drake’s, Aimé Leon Dore, Ralph-lite customer and will likely filter to the Uniqlo tribe looking to spend a little more. Price points look OK and there’s a welcome focus on quality and provenance. (more…)
Amazing really. There’s nothing fundamentally new about Aimé Leon Dore (chinos and varsity jackets – groundbreaking!), but the branding execution, styling, casting, collabs and community-building are masterful. It’s just had investment from LVMH and it seems to be the new preppy-revivalist playbook that everyone (read: Brooks Brothers, J Crew) is following closely.
UPDATED: Some pieces are sold out, others have an extra 20% off…
Let’s face it, January is good for only one thing and that is the sales. I’m a very boring strategic sale shopper and use it to zero in on elevated wardrobe staples that will last. For me right now, that’s knitwear, outerwear and work wear.