American Vintage has opened a 963 sq ft flagship store at 54 Redchurch Street in East London, marking its 12th UK store and 11th in the capital.
It’s also the French fashion retailer’s second store in East London, adding to its existing location at 16 Horner Square in Spitalfields. Other stores are located at 105 King’s Road in Chelsea, 21 Floral Street in Covent Garden and 15 Hampstead High Street in North London, among others.
The only American Vintage store in the UK outside the capital is at 62 King Street in Manchester, which opened last year.
Spanning two floors and now showcasing American Vintage’s AW26 women’s, men’s and kids’ ranges of T-shirts, knitwear, joggers and denim, the new Redchurch Street space has been “conceived as a fluid journey, encouraging exploration and curiosity”.
The layout breaks traditional codes, with menswear not confined to a single level, “allowing for a more flexible and intuitive customer experience”.
Particular attention has been given to guiding visitors throughout the space. Light installations, including a distinctive light box, subtly lead customers upstairs, while a brightly lit staircase enhances visibility and flow.
Contemporary elements contrast with the building’s original architecture, preserving the charm of its brick façade while integrating the American Vintage DNA without imposing it.
Colour plays a central role in the concept. A pale yellow, first introduced by the brand in Barcelona, defines the exterior and part of the interior identity. The bold colour choice allows the store to stand out on the street while highlighting the product, particularly a curated selection of T-shirts echoing the same tones.
Inspired by his trips to the US, Michael Azoulay founded American Vintage in Marseille, in the south of France, in 2005, originally with T-shirts before expanding the product lines. The brand is best known for its natural tones and monochrome pieces, as well as bold colours.