Perhaps it’s time to expand the descriptor — Nolita Hooligan? London Dirtbag? Soho Scumbag? — as come June 3, Aimé Leon Dore is opening its first international store on Broadwick Street in London.
It checks out, ‘cuz ALD’s uniquely normal approach to fairly basic athleisure and menswear makes it an easy sell for everyone from the chainsmoking double-knee pant guys in New York to the footy fans in London, guys with a particular inclination towards very wearable clobber.
The London flagship store’s opening dovetails with the launch of
Fleece outerwear, trackie jackets, sweatsuits, bicycle caps, nylon shorts, football scarves — it’s all here, it’s all appropriately British, and it’s all launching on June 3 to coincide with the new ALD store opening.
The New Balance collab will also be available on
The London store is a suitable IRL experience for British fans, incorporating the same stuff that lures fans to the original Aimé Leon Dore flagship, including a retail experience and cafe, except that it’s now in jolly old England, just in time for the Queen’s Jubilee. Rule Britannia and all that.
32 Broadwick St.
London, UK W1F 8JB