German and international rappers, soccer players and top models love this streetwear brand. Whether BVB star Marco Reus, model Lena Gercke or American rapper Chris Brown: Everyone swears by the faded clothes of “Live Fast Die Young” (LFDY, in German: “Live fast, die young”). Why, some may ask? From Saturday, Hamburgers can see for themselves: LFDY opens its first branch in the Hanseatic city.
Darkened windows, gloomy facade – the building does not really fit in with the otherwise dazzling shopping street “Hohe Bleichen” (Neustadt). On Saturday, October 22, streetwear brand LFDY will open its first Hamburg branch here on 305 square meters. LFDY was founded in Düsseldorf in 2012. It has branches in Amsterdam, Berlin, Cologne, Düsseldorf and Munich, among others.
Soccer star Marco Reus and rapper Luciano are clients
LFDY is known as a brand for clothing with large prints and multiple washes. The customers are mostly men between the ages of 18 and 29. The label does without classic advertising and sells its very limited products through its online store and existing stores – a kind of artificial scarcity.
This somehow goes well with the stars. In Germany, in addition to those we have already mentioned, among the clients are also rappers Luciano and Summer Cem. And the American rapper Lil Yachty or the late designer of Louis Vuitton, Virgil Abloh, have already appeared in LFDY printed clothes with inscriptions such as “Organized Crime”. Glorification of crime? The rapper’s heart beats faster!
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The previous tenant of the downtown area was the boutique Petra Teufel, which now operates its own store on Eppendorfer Landstrasse. The office and commercial building in the ABC district belongs to a property company and was completed in 2005 according to the plans of the Hamburg architects “Bothe Richter Teherani”.