American Vintage opens 11th London store in Redchurch

Contemporary apparel brand American Vintage has opened its 11th store in London. Located in Redchurch, the two-storey flagship store is designed to offer a comprehensive lifestyle experience.

 
Catering to men, women, and children, the new American Vintage store exemplifies the brand’s “sidestep” approach to retail, choosing to set up shop in an “up and coming” area to reach diverse shoppers and strengthen its image. To promote in-store customer exploration, the flagship’s layout positions menswear across the two floors as shoppers are led upstairs by light installations, including a statement light box, and an illuminated staircase.
 
“With this opening, American Vintage captures the essence of London through a neighbourhood that remains authentic while constantly evolving,” announced the business in a press release. “By blending heritage, bold visual identity, and experiential retail, the brand continues to redefine its presence in one of its key markets.”

 
The store’s pale-yellow exterior, a colour first introduced by the brand in Barcelona, both helps the store to standout on the bustling street and echoes its curated selection of t-shirts in the eye-catching hue. To bring the concept to life, American Vintage worked with paint artisans sourced locally in the UK as it aims to embody the values of proximity and authenticity.

American Vintage was established in Marseille, France, in 2005. Driven by Michaël Azoulay, the label specialises in casual ready-to-wear, positioned to give timeless basics a modern twist.