Aimé Leon Dore – Amid the contemporary time
"Aimé-Leon-Dore" has caught the eyes of many in recent years. But, what is the brand all about, and what does it signify?
Let's get right into it.
Originally from Queens, New York, ALD, the acronym for Aimé Leon Dore, is a fashion and lifestyle brand founded by Teddy Santis in 2014. A brand born following classic 90's hip hop and aesthetic through the eyes of Teddy Santis, is more than just a fashion business. They have set them as a brand that showcases a lifestyle in every new launch rather than pushing products to consumers. The brand has set them apart from following the 'on-going trend,' rather timeless.
It all started for Teddy Santis when an idea hit him to create a fashion brand. He wanted to create a brand for his younger self. With huge influences from brands like Polo Ralph Lauren and Nom De Guerre, which can be observed from the brand's style throughout the years, Santis knew what he wanted to do but still needed that "kick" to move forward.
Before jumping into the fashion world, he learned the ABCs of the fashion business while working in an eyewear boutique. He built connections with potential customers and locals of the New York Fashion industry. As luck would have it, one of his connections was with Ronnie Fieg – the founder of the brand "Kith." They soon became good friends, and behind his friend's eyes, he saw the founding of the brand 'Kith' from scratch. Witnessing his friend's business take off influenced him for good reasons.
Things started to roll like a snowball for Santis. He posted a photo of a sweater with a screen printer logo that said "Aimé" on his friend Ronnie Fieg's Instagram, and to his surprise, he got enough attention to feel validated with the dreams awaiting him. He got that 'Kick' he was waiting for.
It was still a big deal for Santis to build the foundation of the business. He wished to name his brand "Aimé," but he couldn't get the trademark and came up with "Aimé Leon Dore." To break down the name, "Aimé" simply means 'loved' in French, 'Leon' - a reference to his father's nickname in Greek, and 'Dore' is the abbreviation for his own name. Combining all three words makes the name sentimental yet luxurious.
Beginning of his initial days, he faced problems sourcing the production of his garments, so he decided to manufacture in New York itself. One year after launching the brand, ALD collaborated with PUMA, but that didn't market the brand well enough.
The brand has also collaborated with numerous brands like Kith, Timberland, New Era, Clarks, Porsche, etc. After a not so hit collab with PUMA, ALD took time to reassess themselves. After a few years, Santis found momentum when his brand ALD collaborated with New Balance.
It was a hit merge for the two. ALD's and New Balance's essence and retro aesthetic paired well enough to gain traction from the fans. Getting along with New Balance was a missing puzzle piece for ALD. They were on the same game and same level. After multiple successful collaborations, they introduced the Aimé Leon Dore X New Balance 550 in 2020, which is a hot cake at the moment.
Shortly after that, Teddy Santis was announced as the Creative Director for the New Balance sneaker line. It was a breaking point for him and his brand.
ALD had its first physical store on Mott Street in New York, then in 2019, it revamped into something bigger and better on Mulberry Street in New York itself. It is more than just an outlet for the brand. Consisting of a lounge with finely decorated interiors, the store also offers a little taste of a Mediterranean coffee shop following up with Santis's Greek roots, known as Café Leon Dore.
Café Leon Dore
Left : 32 Broadwick St. Right : 214 Mulberry St
London W1F 8JB, UK New York, NY 10012
A brand just eight years old is doing phenomenally good as it has moved its way up to London and now launched a flagship store. The new showroom is located at Broadwick Street in London, a two-story store following a similar layout to that of New York's. The highlight of the outlet is the private lounging area with a retro and elegant design showcasing a vinyl collection, a DJ setup, and a bar. Not missing out on the Café Leon Dore – with a Greek-inspired menu open to the public.
Aimé Leon Dore has set their mark as a modish yet low-profile brand. Unlike mass-producing companies, the brand is straightforward, with simple yet exclusive ready-to-wear collections. A perfect blend of sportswear, lifestyle, and tailored apparel, ALD is breaking barriers and offering its clientele only the best they have.
Although they have already become favorites of those familiar with the brand name. We're still excited to see what the brand does in the days to come. The brand has gone through a learning curve yet still has made its name in the contemporary street fashion scene in such a short span of time.
Aimé Leon Dore is definitely a timeless brand in the contemporary world.
Written by Aseem Shrestha