American Vintage expands London presence with new Shoreditch store

French label American Vintage has opened a new store in London’s Shoreditch as it continues its UK expansion.

Situated on Redchurch Street, the store is the retailer’s 12th UK site and 11th in the capital, following openings in areas including Spitalfields, Chelsea, Covent Garden and Hampstead. The brand also operates a store at 62 King Street in Manchester.

American Vintage said the Shoreditch store has been designed as a flagship that also offers a lifestyle experience. Spanning two floors, the shop stocks the brand’s autumn/winter ranges for men, women and kids, including its signature T-shirts, knitwear, joggers and denim.

The brand said the layout breaks traditional retail codes, with menswear not confined to a single level, “allowing for a more flexible and intuitive customer experience.”

With over 200 retail locations, American Vintage was founded in 2005 by Michaël Azoulay in Marseille, southern France, and is now also expanding in the US and China.