Published on Friday, 08 December 2017 00:00
Written by Cheryl Teo Kai Lin
AW LAB – the global reference retailer for sport-style has stormed the world of avid shoe collectors and die hard sneakerheads in Singapore with the very first brick-and-mortar store in Asia Pacific located in the heart of Singapore's Downtown Core, Suntec City.
The sneaker culture and streetwear movement has grown exponentially all over the world in just the span of a few years, and AW LAB is one of the giants that has hugely contributed to its growth and supplied the insatiable demand.
Now the Italy-based sport-style company has set up shop in Singapore, with a concept of being a “laboratory of trends” conceived for the “urban sport-style”, driving flocks of streetwear fashionistas through its doors with an extended collection of sneakers of the most famous international sports brands along with an assortment of exclusive editions made in collaboration with them.
AW LAB handles all myriads of streetwear hypes from the releases of Kanye West's extremely coveted Yeezy Boost by adidas Originals and the special make-up of Nike, Puma, Timberland, adidas Originals and Vans, just to name a few, to collections of sneaker, clothing and accessories of leading sportswear brands such as Asics, Converse, Diadora, Estpak, Fila, Havaianas, Invicta, Jordan, Majestic Athletic, Herschel, New Balance, Under Armour and AW LAB's own fashion and street-rooted private apparel labels; Two of a Kind and Down Up.
AW LAB is whited out from floor to ceiling with ulta sleek shelvings entirely stocked with shoes spanning across both lengths of the store, stark lighting that puts street favorites from adidas originals and Vans to Nike and New Balance in the spot light, and galvanized steel racks draping with apparel from leading sportswear brands and its inhouse labels.
Spanning a whopping 2,630 square feet, The AW LAB store in Suntec City is wide, spacious and roomy, allowing customers to try on the shoes and take it for a spin around the store. The décor is modern yet futuristic with elements of industrial furnishings. The fun and edgy design of the store echoes AW LAB's invitation for the youth in this nation to “Play with Style”, to go against the rules imposed, to amuse themselves every day with positive energy, not to be afraid, not to judge and to confidently take on the future. Living out of stereotypes and cliches, starting from their own style and unreplicable code.
Beyond an impressive roster of streetwear stalwarts, the store also houses exclusive collaborations and limited-edition sneaker models. Unlocking the visual elements of fashion retail with bright-hued blocks, AW LAB stays true to the ethos of urban street culture with positive vibes running deep in every corner.
Singapore has always offered its own style and sometimes the best way to explore a city is simply to walk the streets. That's what we've always envisioned for AW LAB – to let the people define their own style while keeping it playful and exciting. AW LAB's concept, operations and even our stores reflects that code, so you can expect a refreshing pace every time,” the Head of AW LAB Asia, Giuseppe Nisl, proudly proclaimed.
AW LAB's network is made up of over 200 stores situated in the best commercial areas of major Italian and Spanish cities within a timeframe of just three years. The fast-aced emergence of AW LAB not only demonstrates the strong market potential, but it also points towards the commitment and satisfaction of its customers.
AW LAB is located at Suntec City, West Wing, 3E Temasek Boulevard, #01-341/342. Singapore 038984.