The first thing I thought about was the editorial angle I was going to give to this article. It would have been far too simple to write an article about Aimé Leon Dore's lifestyle.

Today, all brands have understood this and don't hesitate to create a skincare range (for fashion brands), a candle collection (for fragrance brands), a collection of pet accessories (fashion brands) or even pastries. A mix of all these is also possible.

Creating an art of living for a brand anchored in the consumer's daily life is almost easy. What's not so easy is starting your brand as a lifestyle.

This brings us to the first part of the article, andAimé Léon Dore's strong point.

Before that, a brief recap of the brand's history.

Teddy Santis got his start at Kith before launching Aimé Léon Dore, drawing his early inspiration from the world of Ralph Lauren and the Supreme label.

As for the brand name, it's interesting to note the tribute paid to his father's nickname "Léon" and his first name "Théodore".

Aimé Leon Dore homepage

Now we come to the section dedicated to the art of living. A closer look at the brand reveals that you can find almost everything you need for your daily life. 

From interior decoration to clothing, from candles to umbrellas, from office accessories to gourds. 

You might say, "Yes, and what differentiates the brand from the competition?" I'm getting to that.

Aimé Léon Dore understands that brand aficionados are not necessarily going to consume the entire brand by dressing and decorating their interiors exclusively in ALD (I use the initials, but we'll come back to that later).

And that's exactly where the success lies. By offering products for every day, Aimé Léon Dore gives consumers the choice to make the brand their own "in their own way". And that's the key. 

Here are a few everyday examples: 

  • There are those who simply want to take a Café Léon Dore to go. 
  • The consumer who takes out her Aimé Léon Dore umbrella as she leaves the metro
  • The hoodie-wearing consumer 
  • Another to grab the last few hats
  • The man or woman who puts his or her coffee capsules in the brand's latest porcelain box.

Aimé Léon Dore makes its targets part of their daily lives, giving them the choice to appropriate the brand as they see fit. And it works.

Now, why does the title start with "an insider's brand"? Let's not forget that we're talking about a streetwear brand, aiming to appeal to a target that loves pop culture, music and New York street art... Yet this brand is not divisive. And that's what makes Aimé Léon Dore so successful. 

When you visit the website, there's no mention of "men's items" or "women's items". Everyone can be part of the brand's DNA. The brand is inclusive, and this translates into campaigns with senior citizens, for example. We applaud this. Because today, "everyone makes fashion".

Finally, Aimé Leon Dore goes one step further with a hand-picked selection of collaborations: Porsche and New Balance to name but a few. The aim is not only to appeal to fashion fans, but also to car and sneaker enthusiasts. The search for "beauty" (or aestheticism) in everything. I'd even go so far as to say that it's the search for know-how and craftsmanship above all else.

Aimé Léon Dore New Balance

CREATING A COMMUNITY (where everyone recognizes each other)

Welcome to the Instagram account dedicated to the community: ALD Community and to the playlists available on Youtube and Spotify. By using "ALD" to refer to Aimé Léon Dore, the brand is establishing itself as a reference for "connoisseurs". 

You'll also find the Léon Dore café in New York, where you can take your latte home with you, or experience the brand's art de la table on site. I'll conclude by quoting Virgil Abloh: "I want to put culture on a track to become more inclusive and more open source". Aimé Léon is a brand success story, and we can't wait for a boutique to open in Paris.

Back to top