New Aldi clothing collection nods to “quiet luxury”

Just like last year, Aldi is introducing another clothing line in its Belgian stores at the start of the festival summer, with a special collector’s item as an eye-catcher.

Timeless black

“Fanwear” is a trend that is not going away for the time being. Like its colleagues Zeeman and Lidl, Aldi is now once again launching its own unisex clothing collection: 11 low-priced items featuring the iconic Aldi logo. Some more sober pieces in the collection nod to fashion phenomena on social media such as “quiet luxury” and “recession fashion”.

Indeed, in addition to T-shirts, jumpers, slippers and sports socks in Aldi blue or with its signature blue and white pattern, the discounter is also introducing a range of understated garments in timeless black. The eye-catcher is a black jumper that refers to Aldi’s genesis. The year 1913 marks the opening of the very first shop in Essen; the coordinates ‘51.46278°N, 7.071753°E’ indicate the location in the German city.

“The collection reflects our values as a discounter: low prices for fun and quality articles. So with this collection, we are once again conquering the hearts of our customers and the festival meadows this summer,” says Sofie Gowy, category director non-food. A pair of Aldi socks costs 1.75 euros, a T-shirt or a pair of flip-flops 4.99 euros, and no item costs more than 10 euros. The full collection will be available from Saturday 21 June in Belgian Aldi-stores.