The best things come wrapped in plastic
The best things come wrapped in plastic
cheese. bodega cookies. pre-wrapped deli sandwiches...
An A grade retail purchase, like a fine block of parmesan or your favorite form of contraband, arrives wrapped in plastic. Some people might be turned off by the less than eco-friendly presentation. But I think it’s nice to know you were taken seriously enough to be given a serious product.
Crisp, clear, packaged up, some subtle branding, maybe.
I find it satisfying.
Over the past few years, delivery details - presentation within the package, mostly - became important. I think it’s an opportunity to provide the customer a unique experience with your brand and your product. Stickers, magnets, other sorts, they make a difference, some bigger than most. At times, the lack thereof can communicate even more. The box itself can holds meaning - even tape, or void fill. You 100% throw these things away, right away, every time. Like opening Christmas presents, the thrashing through wrapping paper is a short sixty seconds, but I think it counts.
In store, there’s almost always trinkets and toys by the register. Especially from brands who focus on hype. But if you’re going to spend $50 on a pen, I’d make it worth while. Not just a ball point with a logo slapped on the side.
You’d probably guess that I am not someone who’s traditionally into hype culture. I like basics and vintage pieces. I think the resale market is one thing but I would never wait in line for hours, even in the summer, let alone January in Philadelphia or New York. When I go shopping at Noah, or Scotch & Soda (not really hype brands but places I stop in at), I usually don’t buy anything. It’s not that I can’t afford it, it’s more like I can’t totally understand it. There’s a lot of statement pieces with the logo positioned in the center, or over the left chest pocket. I think spending $200 on a pair of jeans that will last through hundreds of wears is much different than $100 on a graphic tee-shirt with a specific time, place and meaning. I don’t think this is a hot take. Some people do not like to be billboards.
But on a Sunday afternoon, inside of Aime Leon Dore, I bought a four pack of pens impressed with the Aime cursive print logo, and a long sleeve graphic t-shirt. The four pack was $20. The t-shirt was $95.
I caved folks. I caved.
I discovered Aime Leon Dore (ah-may lee-on-door) on Instagram, like most folks discover things these days. I’ve eaten at Ruby’s Cafe a bunch of times - which is across the street - and I’d noticed their iconic awnings before - but it didn’t register that they were the same trio I’d seen on IG until I saw a long line pronounce the storefront from the surrounding outdoor dining roof treatments once during Covid Winter 1.
The lower east side can be kinda rough - but eating and shopping there will always be attractive. I think about moving to New York. A lot, actually. And shopping in SoHo is a big pitch for NY.
A.L.D.’s flagship shop in SoHo could be a painting and an auction at the same time. There’s a current inside the store. I don’t even remember if there was music - there was just volume. It wasn’t packed but it was busy. I moved from left to right with Victoria who was kind enough to oblige my need to stop. Twisted her arm I guess.
At A.L.D., everything feels for sale. Cracked leather couches surround blue, china-like, cafe menus for the now-adjacent drink bar on a coffee table in the center of the single room shop at 214 Mulberry Street. The upholstery, stationary, hangers, least of all the clothes, are presented as a holistic collection of, what I can only define as, living, breathing, hype.
The pace in the store fits that of the sidewalk outside. Constant motion - but understated, less talk, more movement. I guess that’s hustle. Which is what New Yorkers - from all classes - do best. A.L.D. has effectively captured the essential balance between class and classy - a meeting point for the weekend golf IPA guy and the Queens YMCA hoops team (in vibe and messaging, not price point, not yet, at least). Somehow A.L.D. has created an environment that welcomes all forms of New Yorkers, and for you, New Yorker or not, their Mulberry storefront creates an authentic New York shopping experience.
I think I really started to follow Aime after they released “International Friendship Through Basketball.” As someone who played a lot of pick-up growing up, this launch was nostalgic to say the least. If you’re into hoops, New York, east coast rap, Do the Right Thing, Seinfeld, or New Balance, you’d agree that the IFTB release was gas-o-lean. I’m not the first person to say this - I’m actually kinda late - their price is going up.
Victoria browsed beside me while I geeked inside my mask. I will be totally honest - the clothes underwhelmed me. It’s an in between time for retail - but nonetheless, nothing blew me away. I noticed the Yankee Hats, IFTB canvas totes, and pieces from their New Balance collabs from their website. The clothes are quality - don’t get me wrong. But I do think other stores had better clothes. It’s hard to talk yourself into the price point, at that point.
Okay - so why did I buy the shirt? And the pens? A direct rejection of my philosophies!
A.L.D. was if you know you know for a while, and I wanted to be in the club. I am absolutely buying into the hype - to a T. Sue me, I think they’re sick. And you probably do too. I think it’s more than hype. It’s real - it was New York. And I could not resist.
I spoke to a teammate for 5 minutes and folded like a lawn chair. He actually gave a shoutout to P’s & Q’s, a shop in Philly where some of my friends work.
At that point, it was personal.
I asked Adam if they had the Wallet Shirt in medium. A.L.D Adam made the call while Vic bought a tote bag for her brother. Good for Adam. Good for me. Good for Ernest. And good for Vic, too. I was in a great mood the rest of the day.
A.L.D. makes you buy their stickers and their gadgets, their trinkets and their toys - they even had rolling papers (An homage to the NYC bodega more than a Smoker’s Choice).
The wallet tee is actually pretty sweet. Good thick cotton. I will tuck it into trousers. I think it’s kind of like a painting. And no - I do not have a translation for the Greek Text.
In a way you’re also buying the cardboard bag and the ziploc plastic in which the shirt leaves the store.
That’s New York, baby.
Walking through the streets of SoHo on a Sunday in a fit with Vic and a bag from a favorite brand. Victoria was hype for me. She hyped me up the whole way - not that the shirt was cool, but that they made me happy.
Sometimes it’s as good as it gets.
Find yourself an Aime Leon Dore. Buy into someone’s hype. We’re on the computer so much these days, actually dive in for once. It’s good to feel something physical.
Contrived, material. Plastic.
Read the Seam /././ Feeling is forever but things fall apart.