September 18, 2023

Avirex, the military-inspired brand best known for its leather aviator jackets, has opened its first store, in New York’s SoHo neighborhood.

The shop, at 21 Mercer Street, is on the site of the former NikeLab and is about 5,000 square feet. It is technically a pop-up that opened last Friday and will remain through the holiday season.

The shop is designed to offer an immersive experience into the Avirex world and taps into the brand’s history with a tribute wall featuring fans from the past and present as well as a selection of one-of-a-kind archival pieces. The store will also feature seasonal products and core classics.

“Avirex was founded in 1975 in New York City and remains a cultural icon dedicated to producing luxury streetwear that celebrates its American heritage,” said Andrew Berg, the company’s president. “With our roots planted in New York City, we always knew this had to be the location of our first U.S. store. This city represents who Avirex is — the energy, attitude and creativity.”Avirex, which was founded by Jeff Clyman of Cockpit USA in 1975 as a brand inspired by vintage flight jackets, was quickly embraced by the streetwear community and over the years has been seen on the backs of everyone from Notorious B.I.G., Nas and Ludacris to Rihanna and Travis Scott. It is now owned by Centric Brands, an apparel manufacturer and licensee that also owns Robert Graham, Zac Posen and Hudson Jeans. Berg is also president of Robert Graham.

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