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Community is the most important thing for Aries, no matter how big they get. London-based streetwear her brand was founded in 2012 by Sophia Plantera, a graduate of Central St. Her Martins, and has remained true to its DIY ethos and collaborative ethos. Through countless collaborations with key players such as FILA, Juicy Couture and Tommy Hilfiger, euphoria and white lotusit’s the people that surround it that keep Aries humble.
That’s why the brand’s first London flagship store has opened in Soho, a place steeped in streetwear pioneers. From palaces to Maharishi, Plantera’s friends and family adjoin unique locations that are goals that have been created over the years. “I couldn’t afford something like this before. tells Hypebae.
The purpose is clear in terms of what it means for the community. “Life is not just about selling clothes,” says the founder. “I think it’s about creating a community, having people around you, and having a space where you can communicate your ideas.” With the official opening of the London store, we interviewed Prantera and opened the Soho store. We spoke with her to learn more about the process, the importance of community and collaboration, and her vision for Aries’ future.
Scroll down to read the full interview.
Tell us a little bit about the decision to open Aries’ first London store, many years after the brand was founded. What was the turning point for you?
It has always been my goal to open a store. Initially, I had a brand with his 3 stores in Japan, which he sold in 2007. We have the same distributors as Supreme and the concept has always been to go to retail stores. identity. We had a pop-up in 2016, and there was always a desire to do something that felt like overkill for a small shop.
both nikki [Bidder] I have always been unanimous in wanting to create something grand and spacious, not necessarily just selling clothes. I think a lot of people walk in here and think, “Oh my God.” But life isn’t just about selling clothes. I think it’s about creating a community, having people around you, and creating a space where ideas can be exchanged. I couldn’t get something like this before, so I wanted something impressive. That’s one of the reasons it took so long. That and after lockdown, none of us really understood physical space.
What is the significance of Soho as an area?
We didn’t look anywhere else. We wanted somewhere in SoHo, but we always wanted to be off the beaten track. This was also a risky idea. This is where our community resides, and we have many like-minded brands around us. As soon as we stepped into the store, we felt like we were in 90’s New York.
How do you think having a physical space here helps connect Aries and their communities in the post-corona digital age?
I think the world has really changed. Even the way we communicate has changed. At that time, commercial communication was the main focus, and direct communication worked well, but I don’t think people want that. They want to feel that companies are interested in them and want to offer more than just commerce. I think.
Even the way our lines were designed, they had wholesale in mind and we always had the idea that they were represented in other spaces. You can’t really understand it until you see it and understand its environment. [the store] Everything is movable and you can create a completely different space within an hour.I wanted something really versatile so that I could convey my shopping experience and event experience.
We have always said that fashion is a pipe of culture. And we’ve always believed that it’s important for the community to meet and have something that they can just enjoy. We’ve done a lot of exhibitions, and we find it wasteful to create things that can only be thrown away.
With collaborations with the likes of Tommy Hilfiger and Juicy Couture and partnerships across stores, it feels like Aries is shifting its priorities further towards co-creation and community. why is that?
Whether it’s a friend or a commercial collaboration, it’s all about having like-minded people around us. Perhaps more so than clothing itself right now. We’ve seen it in Palace and Supreme, but it’s very important both financially and in terms of name recognition.
For us, the premise of most collaborations is that we have like-minded people who can help us get the investment and visibility we need, but also who feel organic and right. I was around when the collaboration started and I didn’t think it was necessary at the time, but it’s an effective way for both brands to create something new. This allows other brands to enter riskier territory that may not be allowed, and allows smaller brands to benefit from a level of communication they would otherwise not get. increase.
Our collaboration is never about branding a brand, and I often wonder, “If I was at the top of this brand and allowed to do anything, what would I do?” I think other brands understand that sometimes they are communicating with a specific audience that is very knowledgeable and wants something new and unexpected. It’s not just about making products, it’s about making stories.
Now that the space is finally open, what’s next for the brand? What do you think the future holds for Aries?
Lately I’ve been using what I call survival mode because of the store. I’ve done everything I had to do, but now I want to do things I don’t necessarily have to do. I have some ideas, but it’s not just mine. That’s why you think you’re not the only one, so you’re worried that you can’t be photographed, right? It’s about everyone involved in it, and Aries has really come into its own.
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