Big American brands that cater for the teen-to-20s age group can be a bit hardcore preppy, so we welcome the arrival of Aeropostale to Liffey Valley Shopping Centre, where the label has just opened its first western European store.
Obviously, Aeropostale has cottoned on to the fact that the Irish love to buy into a good American lifestyle brand. Less jock and more street, Aeropostale is a little bit like New Look in its offering, with the same kind of price point.
It's chic preppy, as opposed to 'jock wearing a hoody' preppy, see left. There is also a lot of what the Americans call leisure wear - what we call comfy tracksuits, leggings and cardigans.
Sunday Indo Life Magazine