It's called American Vintage, but the label is as French as it gets.
The fashion label, which made its name in Europe on the back of the humble T-shirt, was founded in 2005 by French entrepreneur Michael Azoulay. Fuelled by his passion for all things American, he brought the T-shirt, an essential basic in the United States, back to France, convinced that it had potential to become trendy on the other side of the Atlantic.
And in the 10 years since it has been around, American Vintage has built a loyal following of fans in Europe and Hong Kong, who love the soft and long-lasting MAS Supima Basic and JAC collection T-shirts in bright, cheerful colours.
At the opening of the 1,000 sq ft flagship store at Ngee Ann City in April, the label's joint venture partner, Ariane Zagury for Rue Madame Fashion Group, told AsiaOne Women she brought American Vintage to Singapore when she noticed many Singaporean customers who travelled frequently to Hong Kong to stock up on its offerings.
Ariane believes that Singapore consumers will appreciate the label's light cotton clothing designed with Parisian flair, a perfect complement to the local tropical weather.
The store stocks the label's Spring/Summer 2015 collection for men and women, with bright colours and bold lines. Coupled with its lineage of high-quality natural fabrics and modern fits, it is an extremely versatile range that is at once minimal and stylish.
Prices range from S$60 - S$800.
American Vintage is located at #03-13B, Takashimay Shopping Centre, Ngee Ann City.