LUXURY STREETWEAR BRAND AVIREX EXPANDS IN THE US AND UK
Avirex, an iconic American streetwear brand, opened the doors to a new retail experience at 21 Mercer Street in New York City’s SoHo neighborhood on September 15. Over the past few years, the brand has turned up on the backs of music, sport, and entertainment VIPs around the world and is currently carried by luxury department stores, Neiman Marcus and Saks Fifth Avenue, as well as 40+ high-end specialty shops nationwide, and its own digital flagship, avirex.com.
“Our authenticity and connection to the culture, premium leathers, unmistakable details, and strong style is what differentiates us from other luxury streetwear brands,” said Mia Dell‘Osso-Caputo, Creative Director, Avirex. “We are the original, proudly designed and created in NYC for almost 50 years.”
In celebration of the NYC flagship opening, actor/entrepreneur CJ Wallace (The Notorious B.I.G.’s son) and celebrity stylist Kesha McLeod, co-hosted an invite-only event on the last day of New York Fashion Week at 21 Mercer St. Rapper Fabolous gave a special performance to the event’s 250+ guests. Simultaneously, across the pond in London, Avirex EU celebrated the opening of its two new London locations on Soho’s Berwick Street and Fitzrovia’s Eastcastle Street.
In August, British streetwear brand Palace dropped its second Palace x Avirex collaboration which saw a sellout of the leather jacket on their site in 15 minutes. In the upcoming months, Avirex is set to release more fashion and lifestyle collaborations.
“Collaborations with strategic brands are top of mind for Avirex as we expand our collections and invite new brand enthusiasts,” said Andrew Berg, President, Avirex. “This season, we are merging our iconic street style with the DNA of other heritage brands to honor hip hop’s 50th Anniversary milestone. Together with our newer sportswear categories, Avirex continues to be the premium status streetwear brand.”
Launching this week, Avirex’s first women’s capsule, featuring the brand’s classic leather bomber-style jacket in a new cropped silhouette will make its way to a select group of New York tri-state area stores and the digital flagship.
“From Mariah Carey in the early 2000s to Chinese Kitty and Latto today, women have always embraced the brand and its sexy, oversized attitude,” added Dell’Osso-Caputo. “We’re now offering a more fitted take on the classic style for the women who prefer that cut.”
The Avirex shop at 21 Mercer Street operates Monday-Sunday from 12 p.m. to 7 p.m. and will be the hub of activations through the 2023 holiday season.