STYLE ABROAD ROUND-UP PT 3. AEGIS MENSWEAR SHANGHAI
Its hardly difficult to find a bevy of the world’s great luxury brands in and around one of China’s most populous and economically powerful cities, but Shanghai currently lacks a thoughtfully curated and dynamic local fashion circle which fashion capitals such as New York and London boast in spades (think B Store, Opening Ceremony et cetera).
Project Aegis plugs this substantial gap by providing menswear devotees with a selection of thoughtfully selected brands in an environment that evokes touches of both old Shanghai and contemporary classicism. With labels like Band of Outsiders, rag & bone, Steven Alan and Common Projects, the store immediately sets itself apart with its focus on relaxed and contemporary menswear (with a couple of ‘spanners in the works’ in the form of Norse Projects et cetera). The store also stocks a number of very reliable and understated Shanghainese brands including S2VS (designed by graduates from the Parsons Fashion School), Initial et cetera. However these brands remain high on quality, and lower on price meaning that swagging travellers can sample some of Shanghai’s more low-key local fashion at the highest of quality.
The experience at Aegis will immediately impress, located on a lonely stretch of road on Fumin Lu (in Shanghai’s old quarter) the entrance is gilded with low hanging trees and cobbled walkways. Upon entry, customers are greeted by fleet footed attendants who (despite a crutch in less than stellar English) know their brands inside and out. The store itself is lit warmly and given ample touches to contribute to its one-of-a-kind experience. Every product is styled on a weekly basis by the residing staff so that the store feels less like a shopfront and more like someone’s library, a backstage wardrobe and an indoor street walk up combined, oh yeah did I mention there’s a secret change room behind the shoe displays? Its as brilliant as it sounds….