Why is Aimé Leon Dore standing out from other streetwear brands?

Aimé Leon Dore, this is the name of one of the coolest brands today when we talk about streetwear. But why is it making such an impact on this culture and standing out from the rest?

Where it all began

Our story begins with the character Teddy Santis, the mind behind Aimé.

Santis's family owned a restaurant in Queens, New York, and after the construction of a new subway, they had to close the space. The idea to found Aimé originated from this moment.

In 2014, the label was founded, and it was already possible to notice in its first collection the adult behavior that the brand carried. Light tones, ranging between navy and heather, combinations that transitioned between luxury and street fashion. That’s where ALD emerged.

And it wasn't just a simple clothing brand; there was something more behind each piece. There was history.

First collection of Aimé Leon Dore in 2014

Old facade of the store located in New York

Inspiration

The brand's identity was inspired by Teddy's youth, New York fashion, hip-hop singers from his youth, basketball, and everything that encompasses street culture, bringing references from sportswear and streetwear of the 90s.

Latest collection launched by the brand. Spring/Summer 2019

Mission

One of the main objectives of the brand, in addition to developing pieces with great aesthetics and quality, is also to educate children who are learning to consume fashion. In an interview, Teddy said he believes that a true fashion consumer is one who seeks to learn about art, about what they are buying, and not those who go around wearing Kanye West merch.

It is possible to notice the maturation and the direction that the brand is taking. Its collections stand out from other labels. Subtlety and naturalness bring something unique to its campaigns. They know how to play with colors without losing class and, most importantly, create desire and expectation among their consumers, without disappointing them in the end.

Today, Aimé Leon Dore is on the radar of people like Virgil Abloh and Ronnie Fieg, is sold in stores like SSENSE, END Clothing, and one of the largest luxury e-commerce sites in the world, Farfetch. In addition, it recently announced its latest project, Café Leon Dore, a café along with its store.

Now that you know a little more about Aimé Leon Dore, how about keeping an eye on the upcoming news the brand will bring? For those going to New York, it’s well worth stopping by to experience the ambiance. The address is right below.

214 Mulberry St.
New York, NY 10012