American Rag Cie Dubai: Cali cool, covetable fashion, robots and more

American Rag Cie first started life in 1984 when the founder, owner and author Mark Werts shipped a couple of containers filled with vintage gems from the French port of Marseille. Fast-forward over three decades, and American Rag Cie is now an online fashion/lifestyle store and award-winning multi-brand boutique concept with stores across the US, Europe, Japan and China and pop-ups within 900+ Macy’s department stores.

And, now Werts’ emporium is here in Dubai – with it’s new impressive 768mboutique at The Dubai Mall.

At the core of the brand’s DNA is the California cool that is so sought after, around the world. This is primarily down to Werts’ and his shrewd buying skills and creative eye. He scours the globe with his team to bring the most unique and exclusive brands in fashion, homewares and more, and presents them all in one coveted space. Rag Cie’s fans know that no two visits to a boutique will ever be the same, and that they are guaranteed to discover something that makes them pull their plastic out.

Here in Dubai Werts has joined forces with AW Rostamani Lifestyle to bring an impressive shopping space that is at the forefront of tech in retail. The New Fashion Avenue store features interactive digital billboards, dressing room mirrors by actiMirrors that show you the clothing you are trying on, but in different colours and offer you the ability to order on the eCommerce website, or even take QR coded selfie. Plus two state-of-the-art robots called Pepper that are American Rag Cie experts, and a 35mcinema screening showing cult films and runway footage. There is also a DJ booth and a pretty little cafe – World Coffee Bar (more on that here), which serves quick snacks, lunches and coffee.

The offering encompasses men’s fashion, women’s fashion, beauty and homewares and features over 200 brands, including Supreme, Saturdays NYC, Opening Ceremony, Carven, Levi’s, Puma, Nike, Free People, Stussy and Champion.

Insider tip: American Rag Cie offers many limited-edition designs from Supreme and Nike, including the Nike Air Mag V1 with power laces and light-up panels, amongst many other covetable items. The closest Dubai Mall parking is Cinema Parking (Green) P7.

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