Any regular passerby in Manhattan’s SoHo and Nolita areas may wonder, “What are all these queued up for?” Intriguingly, these are not just the usual sneaker devotees in graphic T-shirts and bright hats that you’d expect to see clustered outside establishments like Supreme or Hat Club.
Instead, this gathering comprises a diverse demographic, including an older array of stylish men and women, adorned in crisp white Oxfords and double-knee carpenter pants accentuated by strategically slung canvas tote bags. Their collective presence, in some sense, transforms the city block into a seemingly spontaneous fashion runway.
While the area was always known for its bustling eateries and bars and the retail boost given by the opening of Noah’s flagship store, its fashion landscape significantly transformed with the arrival of Aimé Leon Dore in 2019. Teddy Santis, the fashion house’s propeller, portrays streetwear with a novel narrative, straddling the line between aspirational allure and inclusive approachability.
Aimé Leon Dore – A Staple in the Streetwear Space
Unlike other brands, Aimé Leon Dore puts behind the curtains of intimidation, exclusivity, and secrecy synonymous with streetwear’s traditional nuances. By astutely embracing the best features from successful streetwear brands, Santis strategically erects a brand that not only fits but pioneers the fashion gospel of 2023. One month, we’re wooed by collaborations with streetwear’s future stars, like Clint419, the genius behind Corteiz, while the next, we are smitten by high-end ventures, such as the tuxedo ensemble with Drake’s.
Aimé Leon Dore perfectly encapsulates the significant evolution of streetwear and its broadening audience base. Unquestionably, the brand has transcended the boundaries of streetwear, originally a counterpart of graphic T-shirts and hoodies, and crafted an amalgam of style that bridges the chasm between quintessential streetwear and the thirst to look effortlessly cool.
“It targets more than just one demographic,” confirms YL, a former employee of Aimé Leon Dore’s Mott Street shop and an established New York rapper. He adds that their offerings caters to a wide spectrum of customers with different needs and occasions, from basics to suits, marking their dominion as a wardrobe staple.
ALD – Emergence of a New Mood
Teddy Santis took a personalized approach when crafting the brand; Aimé Leon Dore was born out of a blend of Santis’s love, his father’s pet name and an abbreviation of his own name. The journey officially commenced in 2014, with inception dating back to 2012, starting off as a logo, much like many nascent brands, marked by an image of Santis adorned in a crewneck flaunting “aimé” in something close to signature style. However, Santis’s vision was clear from the onset – he was not interested in a generic run-of-the-mill streetwear production and aspired to create unique, seasonal ready-to-wear collections.
The brand’s genesis coincided with the trending athleisure phenomenon ruling the men’s fashion arena. ALD initial collections, which included prominent athleisure components like cuffed grey sweatpants, bomber jackets, and sporty white Oxford shirts; significantly mirrored what was setting markets on fire. Their later experiments blending classic and casual menswear, with items such as fleece-made hooded trench coats, hinted at ALD’s maturing identity amidst the shifting market trends.
By 2015, Santis had toyed with fashion staples, infusing his offerings with distinctive features that ranged from deep pile fleece hoodies chunky turtlenecks to biker jackets. Admittedly, the brand’s journey has been marked by trial and error, a testament to Santis’s innovative spirit. However, Aimé Leon Dore’s ascension symbolizes the evolution of streetwear from a niche segment to a global phenomenon, impacting not only the fashion world but also our streets, a clear indicator of how industry players should adapt.
