What American Vintage does

American Vintage is a privately held French apparel brand operated under the legal entity AARON SARL, headquartered in Signes, France. Founded in 2005, the company designs, manufactures, and sells casual clothing and accessories for women, men, and children through five core product pillars — La maille (signature knitwear), Le t-shirt (essential tees), Le molleton (fleece/sweats), Le denim, and Le blanc (white basics) — plus a recently introduced AMV Sports Club activewear sub-brand (launched January 2026). Manufacturing is geographically dispersed across Portugal, Morocco, Bulgaria, Pakistan, and China, with proprietary textile treatments including the 'Vintage' color finish, 'CHINE' mixed-fiber compositions, and the Emerisage carbon-brushed fleece finish.

The company operates a direct-to-consumer go-to-market motion through owned retail boutiques worldwide, a selective e-commerce platform (americanvintage-store.com) covering multiple European countries with localized customer service lines, and a network of authorized distributors. Pricing is unit-based in euros, spanning roughly €25 for socks and accessories to €160 for premium knitwear, with seasonal sales offering 30–50% discounts and free standard shipping over €100. Customer engagement is reinforced through the AMV Experience loyalty program, AMV Journal editorial platform, #AMVFRIENDS user-generated content community, and the AMV Factory Tour manufacturing transparency initiative.

The business model is straightforward apparel retail with no disclosed subscription, licensing, or recurring revenue components. The company is independently owned with no venture capital, private equity, or parent holding structure disclosed, and operates with an estimated 501–1,000 employees. M. Michaël Azoulay serves as Director of Publication, suggesting active founder/executive involvement. The company is privately held, does not disclose revenue, and has no public funding history.

Name

American Vintage

Legal name

AARON

Website

https://americanvintage-store.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

501–1,000 employees

Short description

American Vintage (AARON SARL) is a privately held French apparel brand designing and selling casual clothing and accessories for women, men, and children worldwide through owned boutiques, selective e-commerce, and authorized distributors, with recent entry into activewear via AMV Sports Club.

Ownership category

akta.pro rank

Product category

Apparel Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315), Sporting Goods Retailers (45911)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Denim & Casualwear Brands (CRAAAAAE), Athletic / Performance & Activewear Brands (CRAAAAAD), Children’s, Baby & Maternity Apparel Brands (CRAAAAAG)

Keywords

• Casual apparel
• Knitwear clothing
• Fashion retail
• Denim apparel
• Kids clothing

Headquarters

HQ city

Signes

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Apparel Sales: American Vintage generates revenue through the sale of its clothing and accessories collection directly to consumers via owned retail stores and its e-commerce platform. The brand offers products across women's, men's, and children's categories.
2. E-commerce: The company sells products through its official website which is accessible from select countries. Online sales complement the physical retail presence.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

American Vintage designs, manufactures, and retails casual ready-to-wear apparel for women, men, and children under five branded product categories: La maille (knitwear), Le t-shirt (T-shirts), Le molleton (fleece/loop terry), Le denim (denim), and Le blanc (basics). The company sells through its own retail boutiques, an e-commerce flagship store, and authorized distributors, and recently extended into performance wear with the AMV Sports Club line (launched January 2026).

Product overview

American Vintage is a French fashion brand (AARON SARL) selling casual, lifestyle clothing and accessories across women, men, and children segments. The core product portfolio centers on five foundational categories: La maille (signature knitwear), Le t-shirt (essential tees), Le molleton (fleece/sweats), Le denim (denim wear), and Le blanc (white basics). The brand also offers a dedicated sports/activewear sub-brand called AMV Sports Club (its first activewear collection launched January 2026), plus accessories including bags, hats, scarves, and socks. Products are sold through branded retail stores, authorized distributors worldwide, and e-commerce (with geographic restrictions). The company also operates an outlet section for discounted merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• AMV Sports Club: Activewear collection launched for 2026 wellness, featuring sports apparel and accessories
• AMV Factory Tour
• AMV Experience
• AMV Journal
• AMV Friends

Products and services

• American Vintage Women's apparel Women's casual ready-to-wear assortment spanning T-shirts, knitwear, fleece/sweatshirts, denim, and basics, designed and retailed under the American Vintage brand.
• American Vintage Men's apparel Men's casual ready-to-wear assortment spanning T-shirts, knitwear, fleece/sweatshirts, denim, and basics, retailed under the American Vintage brand.
• American Vintage Kids apparel Children's casualwear (e.g., T-shirts and coordinating basics) sold by the American Vintage brand, designed to align with the adult assortment.
• AMV Sports Club activewear Performance/activewear crossover line extending the American Vintage DNA into sportswear and training apparel.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• Rollercoaster (AMV X Rollercoaster)minorStrategic or Co-development PartnerCollaboration on a limited edition unisex beanie featuring co-branding between American Vintage and Rollercoaster, sold under the 'AMV X Rollercoaster' label.
• TILLIminorOthersTILLI provides alteration and repair services for American Vintage garments, offering customers personal tailoring and repairs through the service retouches program.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandro: French contemporary apparel brand under SMCP (KKR-backed) offering casualwear and accessories for women and men at similar price points. Directly competes with American Vintage in the accessible-French-premium segment across both physical retail and e-commerce.
• Maje: Sister brand to Sandro under SMCP, Maje is a French contemporary women's apparel brand with comparable price positioning, boutique-led DTC model, and presence across European markets — making it a direct structural comparable to American Vintage's women's business.
• The Kooples: French contemporary fashion brand operating own boutiques and e-commerce worldwide with similar casualwear, denim, and accessories offering. Overlaps directly with American Vintage's women, men, and denim categories at comparable price points.
• Ba&sh: French contemporary women's fashion brand with DTC boutiques and e-commerce, offering casualwear, knitwear, and accessories. Strongly comparable to American Vintage's women's segment on price, aesthetic, and distribution model.
• Sézane: Paris-based digitally native French apparel brand selling casualwear, knitwear, and accessories at comparable price points. Closely comparable in aesthetic, DTC emphasis, and casualwear focus, with a stronger digital-only distribution model.
• Comptoir des Cotonniers: French casualwear brand for women, men, and children with boutique-led DTC model. Direct comparable on multi-segment coverage and casualwear positioning within the French market.
• Maison Kitsuné: French multi-category brand combining fashion apparel and accessories with strong DTC boutique presence worldwide. Comparable on lifestyle-brand positioning, multi-segment offering, and Paris-based design heritage.

Broad incumbents

• COS: H&M Group's contemporary minimal-casualwear brand offering women's, men's, and children's apparel at similar accessible-premium price points globally. Larger and broader incumbent overlapping with American Vintage's casualwear and knitwear core.
• Uniqlo: Global apparel basics and casualwear giant with extensive t-shirt, fleece, and denim ranges at competitive price points. Represents the scaled incumbent against which American Vintage's basics-heavy catalog competes for consumer share.
• Lululemon: Global leader in premium activewear and athleisure — the category American Vintage is entering with AMV Sports Club. Representative of the scaled, performance-credible competitors the new line must contend with.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AMERICANVINTAGE_OFFICIEL
• Facebookfacebook.com/americanvintage.officiel
• Instagraminstagram.com/AMERICANVINTAGE_OFFICIEL
• Xx.com/AmVintageSpain
• LinkedInlinkedin.com/company/american-vintage-fashion

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Vintage