Fashion brand Aimé Leon Dore is making waves in the fashion industry with headlines everywhere last week about LVMH's investment in the brand. For those who do not know about the brand yet – here's what you need to know about the brand!
Its history
Aimé Leon Dore was founded in 2014 by Teddy Santis, who, without any background in fashion, started an urban menswear line in Queens, New York. With his Greek background, his love for 90s hiphop and urban culture, he created a streetwear line that would later be known as an elevated and urban preppy streetwear brand. The name Aimé is an amalgamation of the French word for 'loved', Leon is his father's nickname while Dore comes from Teddy's birth name Theodore – creating the brand name as we know it today.
It's a (New York) favourite
The Queens-based label has been a favourite in the New York fashion scene for almost a decade now. The brand has been able to grow their community organically through a strong brand vision, aesthetics and the many collaborations the brand has had over the years. The brand's flagship store is currently located on Mulberry Street in Manhattan's Soho, designed with a classic European aesthetic. The store even has a Mediterranean-style coffeeshop next to it, giving a nostalgic heritage vibe to the place. The line in front of the store every day goes to show just how popular and loved the brand is.
Its iconic collaborations
The brand has had collaborations with Woolrich, Timberland, Drake's (see campaign photos on this page) Porsche and New Balance to name a few. The New Balance collaboration is probably the most notable, having started in 2019 and spanning three seasonal collections so far. With each collaboration, Aimé Leon Dore has create a fresh take on classic New Balance designs, such as the 997, the 990v5, 550 (the 2021 favourite) and the newly launched 993.
It's LVMH's latest investment
The brand is now making an international turn with LVMH's minority stake in the company. Being part of the LVMH family will undoubtedly enable the brand to grow into the luxury market internationally whilst maintaining the brand's own creative vision. LVMH's Luxury Ventures is known for investing in smaller brands with a high creative impact, having made previous investments in Gabriela Hearst, Heat and Officine Universelle Buly.
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