As a strong brand, how do you carve out a place in retail when your clientele prefers shopping online? This is the challenge Antisocial Social Club set out to tackle by creating an immersive boutique that reflects its core values: non-conformity and self-expression. To bring this vision to life, the brand made the smart choice of opening a showroom at 119 rue Vielle du Temple, a street well-known among Parisians with a bold sense of style.
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How can Antisocial Social Club convey its values through an immersive experience during a key period such as Paris Fashion Week?
Provide a suitable location and support the brand in achieving its objectives in terms of brand image and marketing strategy.
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119 rue Vieille du Temple, Paris 3
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During Winter Fashion Week, Anti Social Social Club made a lasting impression with an immersive showroom that reflected its DNA: a bold blend of streetwear, urban fashion, and authenticity. Under the mantra "Get Weird," the showroom became a place of self-expression, inviting each visitor to embrace their uniqueness. Members of the ASSC club were able to discover the brand's latest pieces, alongside its iconic creations, in a raw and visually striking space, with wall messages that resonate with the rebellious spirit of its community. A unique showroom experience, at the heart of Fashion Week, and true to Anti Social Social Club's strong identity.
Founded in 2015 by Andrew Buenaflor, aka Neek Lurk, formerly of Stüssy, Anti Social Social Club has established itself as a brand that goes against the grain, bringing a new dimension to streetwear. Drawing on his experience in the world of urban fashion, Neek Lurk has built a unique strategy around rarely-foregrounded values: solitude, introversion, and anxiety.
Far from the traditional rhetoric valuing self-confidence and social ease, Anti Social Social Club has successfully created a loyal community that deeply identifies with the brand's authentic messages. This distinctive approach has allowed Antisocial Social Club to position itself as a key player in the global streetwear scene.
Through extensive use of social media and a strategy based on the "hype" model, the brand has grown by focusing on rarity: exclusive drops and impactful pop-up stores. Each pop-up then becomes a powerful strategic tool, strengthening the emotional connection with its community and promoting each piece as a rare and desirable object.
