Liberté, égalité, fraternité: Magenta’s AIME epitomizes French aplomb

Vive la France! Home to the camembert, birthplace of modern democracy, synonym for effortless style: France really is the place to be. However, its capital frequently overshadows other cities in the country – Bordeaux, for example, which is far more popular for its exquisite supply of red wine than for being a city worth traveling to. As the Magenta collective has shown in the past, nothing could be further from the truth: Bordeaux offers a plethora of amazing spots to skate and hang out at, all while maintaining the laid back vibe and charme France is envied for by the rest of the world.

It’s in such a relaxed atmosphere a brand like Magenta can truly flourish. Known for their easygoing designs, Magenta has upped their cut and sew game with a side line called AIME (which is the French verb for “like” or “love”). AIME features luxurious materials, sophisticated designs and emanates the carpe diem approach Magenta is so famous for. The collection is a textbook example of understatement: no fancy stuff here, just plain and simple everyday basics with great detailing and elaborate compositions. Throw on some AIME clothing, grab your cruiser board and push over to the next café and have a coffee, lit up a Gauloise and eat some Macarons. Liberté toujours, that’s what we say.