American Vintage opens 11th London store on Redchurch Street

French brand American Vintage has opened a new store on Redchurch Street in east London, its eleventh in the city and twelfth in the UK, according to the brand. The location sits between Brick Lane and Shoreditch High Street, in an area known for its independent boutiques and eateries.

Conceived as a flagship, the two-floor store is designed as a lifestyle space rather than a conventional shop, with a layout that departs from standard retail codes; menswear, for instance, is not confined to a single floor. Light installations, including a light box, and a brightly lit staircase guide visitors upstairs, contrasting with the building's original brick façade.

Colour is central to the concept. A pale yellow, first used by the brand in Barcelona, defines the exterior and part of the interior and is echoed in the store's exclusive 'Bonjour London' T-shirts. According to American Vintage, the fit-out reflects a focus on local and European craftsmanship, with paint artisans sourced in the UK.

The store, which carries women's, men's and kids' collections, is located at 54 Redchurch Street and opened on 6 August.