Why Brands like Aime Leon Dore and JJJJound are so Popular
In 2020, streetwear is no longer a singular concept. Rather, streetwear has several genres that at times feel both similar yet dissimilar to each other. Two prime examples of streetwear brands that are very popular right now are JJJJound and Aime Leon Dore. Both of these brands elicit feelings of simplicity, polish, nostalgia, and culture. Why are they both so popular? In this article, we are going to try to answer that question.
Aime Leon Dore
Founded in 2014, Teddy Santis’s Aime Leon Dore (ALD) was created out of Santis’s desire to generate a new source of income for his family in Queens. Fast-forward to 2020 and ALD is one of the hottest brands in the Big Apple right now. Their most recent sell-out collection was a collaboration with New Balance titled: International Friendship Through Basketball. This basketball-centric collection touted several items which sold out immediately. The brand’s ability to garner attention collection after collection is impressive.
ALD has been able to capture the hearts of so many by telling fantastic stories through their campaigns as well as creating noteworthy footwear collaborations. Footwear has seen an incredible explosion from the early 2010’s to now. ALD has definitely capitalized on the reemergence of New Balance, while also helping the company regain popularity through their collaborations. The content that the brand creates for its collection campaigns is fantastic. Each collection has its very own unique story and really evokes emotion. Those two reasons are why ALD continues to climb in streetwear.
JJJJound is one of the most interesting brands that exists in the world today. Founded in 2008 by Justin Saunders, the brand has at its core been a 12-year mood board with thousands of pictures being used to express eras, style, and aesthetics.
Let’s dive right into why JJJJound has, what some would consider, a cult-like following. There are two things that stand out when it comes to JJJJound. First, the brand keeps things very simple, from their logo hoodies to their screen printed designs. They don’t follow trends, and when they create products, it consistently has this heir of simplicity. The second reason JJJJound is popular is because of the emergence of Canadian fashion. Canada continues to grow as a place where fashion is being bought and being created. JJJJound is based in Montreal, which is establishing itself as another global hub for fashion.