Just when you thought the pop-up boutique was old news, US urbanwear specialist Aimé Leon Dore has taken the idea a step further with a collection launched exclusively at a temporary concept store on Mott Street in the heart of New York's Chinatown.
Aimé Leon Dore is a new label, created last year with a street-smart, military-inspired aesthetic, with all clothing made in New York. The concept store, like the brand itself, focuses exclusively on menswear.
The shop's interior reflects Aimé Leon Dore's values and inspirations. There's a worn couch, a military-look fan and a vintage typewriter. NY Navy, the collection launched at the store, consists of 22 pieces including bomber jackets, hoodies, cargo trousers, sweat shorts and crew neck pullovers.
Key colours are pale grey, dark navy, olive green and cream. Fabrics deepen the military link. Canadian-milled French Terry is used for some pieces, while others are cut from nylon, cotton twill and satin, all sourced in Japan.
The clothing, like the Aimé Leon Dore Chinatown concept store, is attracting attention precisely because of its stripped-back, functional aesthetic. The brand has previously drawn inspiration from classic New York looks, using the same basic palette of muted colours and hand-picked fabrics.
This capsule collection and the concept shop are more than just hype. Aimé Leon Dore has added to its desirability by providing a unique environment for the launch of NY Navy. This sure-footed new kid on the block has delivered another winner.