{"id":47433,"date":"2022-01-18T20:12:04","date_gmt":"2022-01-18T20:12:04","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=47433"},"modified":"2022-01-18T20:12:04","modified_gmt":"2022-01-18T20:12:04","slug":"lvmh-takes-minority-stake-in-aime-leon-dore-heres-everything-you-need-to-know-about-the-nyc-brand","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/lvmh-takes-minority-stake-in-aime-leon-dore-heres-everything-you-need-to-know-about-the-nyc-brand\/","title":{"rendered":"LVMH Takes Minority Stake in Aim\u00e9 Leon Dore\u2014Here’s Everything You Need to Know About the NYC Brand"},"content":{"rendered":"
\"Aim\u00e9
Courtesy of Aim\u00e9 Leon Dore<\/em><\/figcaption><\/figure>\n

French luxury conglomerate LVMH has just acquired a minority stake in the New York-based brand Aim\u00e9 Leon Dore, through\u00a0its investment arm, LVMH Luxury Ventures. With the backing of the global fashion group, the collegiate-inspired streetwear label will continue to expand under the groups’ guidance. The brand, founded in\u00a02014 by\u00a0Teddy Santis,\u00a0has gained a large cult following, establishing a sector all its own within the streetwear space, collaborating with heritage brands\u2014from New Balance to Clarks\u2014and honing their signature new-nostalgic aesthetic. Existing under the LVMH<\/a> umbrella will open up many markets for Aim\u00e9 Leon, and expand their outreach\u2014basically if you’re not familiar with the brand, be prepared to see a lot more of them going forward.<\/p>\n

So, let’s get to know the brand more shall we?<\/p>\n

\"Aim\u00e9
Courtesy of Aim\u00e9 Leon Dore<\/figcaption><\/figure>\n

Born in nyc:<\/h3>\n

Founded in 2014 in NYC, Aim\u00e9 is a love letter to New York. The label draws heavy influence from its founder\u2019s upbringing in Queens, NY. Inspired by the streets, people and communities, of NYC, Aim\u00e9 picks up on all of that. From basketball references\u2013inspired by Santis’s upbringing playing basketball\u2014to observing the business casual dress of people in the streets. And what about the name?\u00a0After being denied a trademark for just Aim\u00e9 (the French word for love), Santis added Leon, his father’s nickname, and then Dore, (the final syllable of his full name Theodore), hence Aim\u00e9 Leon Dore!<\/p>\n

\"Aim\u00e9
Teddy Santis & Action Bronson. Courtesy of Aim\u00e9 Leon Dore<\/em><\/figcaption><\/figure>\n

Signature Prep athleisure aesthetic:<\/h3>\n

Aim\u00e9 has carved out a distinct aesthetic, building on their own house codes with every drop, collaboration, and collection. It’s a bit preppy (with its collegiate, traditional staples), one part normcore (sweats, New Balances, the 90s inspired denim and silhouettes), throw in some workwear inspirations, and some Saville Row undertones\u2014and that’s the signature Aim\u00e9 aesthetic.<\/p>\n

\"Aim\u00e9
Courtesy of Aim\u00e9 Leon Dore.<\/em><\/figcaption><\/figure>\n
\"\"
Courtesy of Aim\u00e9 Leon Dore<\/em><\/figcaption><\/figure>\n

collaborations:<\/h3>\n

Aim\u00e9 is a brand that stays true to its design ethos. Their signature preppy normcore meets athleisure aesthetic stays a consistent through-line throughout everything they do\u2014from campaigns and branding to collaborations. Over the span of the past seven years, they’ve collaborated with brands that naturally fit into the Aim\u00e9 Leon universe. Take their longstanding collaboration with normcore stable shoe brand, New Balance for example. The Aim\u00e9 Leon Dore x New Balance sneakers have become quite the coveted release, making for a collaboration that just effortlessly gels. The brand has collaborated with Clarks, British label Drake’s, and American heritage outdoor wear brand Woolrich.<\/p>\n

\"Aim\u00e9
Aim\u00e9 Leon Dore x New Balance<\/em><\/figcaption><\/figure>\n
\"Aim\u00e9
Aim\u00e9 Leon Dore x Woolrich<\/em><\/figcaption><\/figure>\n

 <\/p>\n

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