Whenever the 80’s come up in conversation, the stereotypes follow: bright colored accessories, neon, slap bracelets, teased hair, bold makeup, and the oversaturation of both cyan and magenta. If you lived through the 80’s, you’re probably grateful the 90’s came along to rescue you from neon scrunchies. But for Amin Adjmi, who was too young to experience it all, the 80’s are still alive and well — and he just can’t get enough.
Adjmi created Stay Cool, a fashion brand that shamelessly plays with all the aforementioned clichés. “I wanted to put a modern twist on the fashion of the past,” he says. “I love the colors they used, the laidback attitude, the overall style and aesthetic of this time period.” There’s a very west coast vibe in his inspiration, drawing from 80’s surf brands such as Ocean Pacific, Surf Style, and Bolt.
“I want to give the idea that my clothes are vintage,” Adjmi adds — so much so that his friends often call to confess, “I’ve been sleeping in my clothes.”
The Stay Cool pop-up was truly unique among the many pop-ups we’ve seen in this space. The floors were entirely covered with an electric blue carpet that immediately welcomed you into his universe. Deeper within the shop, he created his very own 80’s living room, with graphic wallpaper designed by Japanese artist Yoko Honda, shelves of memorabilia displayed as if his parents hadn’t been home for a while, 80’s music booming from behind the couches, and vintage sports magazines atop the coffee table. The time capsule truly worked.
As opposed to a digital-only experience of his brand, Adjmi opened the pop-up to “bring people in and experience directly the identity of the brand.” He was happily surprised: “There was an actual line to get into the store when we opened!” — quite impressive for a 22-year-old entrepreneur.
Stay Cool @ 208 Bowery · June 2018