Apparel Labels and Collaborations for Aimé Leon Dore
ALD chose twenty logos over quiet luxury’s no-logo rule.
High Tide developed apparel and merchandise designs, custom label systems, and marks for New York fashion brand Aimé Leon Dore. Drawing on tailoring, workwear, western Americana, and Greek heritage, the work also extended to the visual direction of a limited-edition Technohull speedboat collaboration.
Insights
- Rather than one fixed logo, High Tide built Aimé Leon Dore a flexible label system — a “wardrobe” of embroidered marks — that shifts between tailoring, workwear, western Americana, and Greek references while still reading as unmistakably ALD.
- That pushes against the “quiet luxury” trend: instead of stripping logos away, ALD leans into multiple marks — a consistency built on tone and lineage rather than a single static identity.
- The work extends into product and environment design: for the limited-edition collaboration with Technohull, the Greek performance speedboat manufacturer, High Tide shaped the design and visual direction of a custom-built vessel — CAD drawings included, which is an unusual place for a fashion branding studio to end up.
- Aimé Leon Dore is Teddy Santis’s label, founded in 2014 and rooted in Queens, 1990s New York nostalgia, and the Mulberry Street store queues; LVMH acquired a minority stake in 2022, and Santis also serves as creative director of New Balance Made in USA.
- High Tide has worked with ALD for years, almost as an in-house studio. That shows in the embroidered labels’ craft and in a visual direction that stretches from garments to a limited-edition boat collaboration without losing its identity.
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