New collection from the discounter
Slippers as a fashion statement – Essen is about to be rushed by Aldi fans
Aldi fans wear this fashion with pride. And the parts are also convenient
© Picture Alliance
There’s a real hype about the new Aldi collection. In several large cities, people stood in line for joggers, slippers and sweatshirts. This Friday the “Aldi spaceship” lands in the Ruhr area.
On Wednesday the countdown ran on the Aldi-Nord website: “Eat, we’ll see you in 1 day, 20 hours and 12 minutes,” read there in the afternoon. The clock also counted the seconds backwards.
Anyone who thinks that such a countdown to the start of sales of plastic slippers, jogging pants and sweatshirts in a tie-dye look is completely exaggerated is mistaken: in cities where the discounter had previously sold its new collection in pop-up stores in front of selected branches long queues, as read in the local press.
Aldi fashion is apparently cult, especially among young people. And the media is puzzling what the trigger for this hype is. Competitor Lidl also successfully launched its own clothing line some time ago – also in colors that are anything but subtle.
Aldi sells its new fashion collection in five major cities
This Friday, Essen will be the last of five stations at which Aldi wants to sell its new collection, the pieces of which are limited. The artificial shortage is also apparently fueling interest and demand. It should start at 12 noon – high noon in the southwest of the Ruhrpott metropolis, not too far from the university hospital. Previously, there had been similar campaigns in Hamburg, Berlin, Leipzig and Hanover since mid-October.
From Hanover, the “Hannoversche Allgemeine Zeitung” (HAZ) and the editorial network Germany (RND) reported on a 150 meter long queue in which Aldi fans had lined up on Lindemannallee. People even came from Braunschweig or Bielefeld.
The “HAZ” quoted a 27-year-old woman as saying that she “likes brands that aren’t.” There was also a rush in Hamburg – some Aldi disciples waited well equipped with provisions and hot drinks until it was their turn. If only Karl Lagerfeld had experienced that, who, as is well known, did not think very positively about jogging pants and other baggy fashion. He would probably have had a sharp saying ready.
Fashion in a post-Lagerfeld era
But the hype and Aldi fashion is apparently a phenomenon among people who are at least three generations younger than the fashion czar who died in 2019. Aldi-Nord advertises its fashion on Instagram, among other things. The current collection has a space motto and is advertised with photos that have a bit of a moon landing. The discounter has “explored the vastness of space” and “brought you something”, can be read on its website with a portion of self-irony.
It is fashion for those who dare to make statements. “Many of these” brave “- at least as the experience from the previous stages of the sales campaign shows – will probably also go on Friday after Essen to bring slippers, jogging pants or shirts with them Buy Aldi logo.
Aldi slippers are also traded on Ebay
The parts are sold at Aldi prices, for example a T-shirt costs 7.99 euros, sweatpants 14.99 euros, flip-flops 5.99 euros. With such “Aldilettes” from the previous collection, there is now a lively trade on Ebay. Where the fashion is produced, at least not on the Aldi-Nord website. According to media reports, this type of clothing is mostly made in Asia.
In reports on the pop-up stores – large, silver-colored tents with a space look – sustainability is less an issue, but rather the joy of an apparently iconic brand. Perhaps the Aldi disciples also enjoy the fact that after the corona lockdowns of the past few months they can simply scramble over jogging pants.
Sources: Aldi north, “Hannoversche Allgemeine Zeitung“, Editorial network Germany, Sat1 regional, “24Hamburg.de“
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