Technical pieces have been gaining ground in the American Vintage wardrobe for several years now. Olivier Richaud, Head of Menswear Design, tells us more.
Photos: American Vintage
The start of a timeless wardrobe
“Several seasons ago, we launched the HOKTOWN pieces. This is when the technical wardrobe really began! Initially, this wasn’t our core market. But, since people were becoming more interested in spending time outdoors, we responded with more outdoorsy pieces. We were especially inspired by the many trips that brand founder and director Michaël Azoulay took to Japan.”


Everyday pieces
“Season after season, the technical wardrobe has gradually become an integral part of our everyday silhouettes. We notice that, more and more often, our clientele wants to wear a big puffer jacket in the city, especially when the temperatures drop. It’s a statement piece that completes a look or creates a look all on its own. And we love mixing styles. For example, when you deconstruct conventional tailoring with a touch of sportswear, like a puffer. At the end of the day, it’s all about attitude!”
Various inspirations
“Above all, the AMV technical wardrobe is about duality – especially when worn by men’s and women’s stylist Benjamin Cordelet. On the one hand, he’s extremely inspired by the 80s and 90s, especially in the United States, with lots of colours and layering. On the other hand, there’s a calmer, more delicate side, with elements borrowed from Japanese silhouettes. All of this comes together in creations that are in perfect harmony with our vision – and yours.”


Distinctive DNA
“As with the rest of our collections, we developed singular colours, working hand in hand with our suppliers. This ensures a certain consistency for our clients. Today, one of the most iconic pieces is the ZAXOO, a padded jacket that comes in a short version and also a long version for men. It’s comfy and very fashionable. For men, we went with very AMV shades, along with matt materials in some cases. For women, we sometimes played with a glossy effect to completely revamp the puffer jacket.”
AMV Journal is a space dedicated to encounters, discovery and travel. Every week, explore the musts, portraits and inspirations of American Vintage and its creation studio.