When StyleCartel headed to Turkey it was not all about fab hotels, our Style Editor that’s me went on the hot trail of a young Turkish brand called, LES BENJAMINS. We had heard about the brand from the lips of rappers, and luxury street wear freaks. We had to meet the creative team behind the brand, just for the love of the name. The brand enters the Athleisure market.
Let’s talk about LES BENJAMINS
I have spent most of my life between New York and Paris. Hmm what was LES BENJAMINS all about? With the use of ‘Les’ plural for ‘the’ in French, and BENJAMINS, what did it all mean? Was it a play on “It’s All About the Benjamins” from the Puff Daddy album No Way Out, ft. The Notorious B.I.G., The LOX & Lil’ Kim. “Benjamins” is slang for money, especially $100 bills. Get it? It’s all about LES BENJAMINS.
Let’s talk about LES BENJAMINS baby, a cultural cocktail of East and West popular culture. We’ll the Trap music scene and rappers like Travis Scott are already onto something. It is actually a play on the creative director’s name. LES BENJAMINS, like so many young luxury sportswear brands, are on the rise to world domination with the use of the internet to self promote their brands. Instagram is where they share the new drops, who’s wearing LES BENJAMINS and to promote the lifestyle brands culture.
Style Editor happy to report we were able to get up close and personal with the team at the CORE Istanbul trade show space. LES BENJAMINS is a modern-day luxury sportswear brand founded by Bunyamin Aydin in 2011. LES BENJAMINS’ vision encompasses avant-garde intellectualism. Bunyamin, “Les Benjamins’ decided to create his own fashion brand in Istanbul, inspired by the positive clash of east and west. Online retailers such as, Lyst, Farfetch, and Browns Fashion already stock the brand. We predict as street wear cultural gangs continue to grow, others like hipster mini mall Colette in Paris and Celestine Eleven in London will add the brand at least for a pop up curated corner of the shops.
The modern sports-luxe brand has a sense of humor with their own Turkish culture and pop culture. The young brand is respectful of Turkey’s cultural heritage, the brand pushes boundaries with their shawarma, that consist of their own designs and intellectual branding of the graphic sportswear line. A must have is their Darth Vader Hooded Sweatshirt. The Team are like a DJ-crew. The collections are a mash-up of photographic images of iconic personalities on a collection with exceptional printing and embroidery techniques. Strongly influenced by international geopolitical and social events around the world, the brand uses its energy to create a positive lifestyle brand that can be worn as a form of expression. A complete collection for men and women with crop top sweat shirts, track bottoms and kitsch graphic T-shirts at reasonable prices all made and manufactured in Turkey.
After sitting down with LES BENJAMINS, creative director Bunyamin Aydin we were now fans of the street wear brand. We talked about the mutual love for Hip Hop and Punk, You can see how passionate he is about what he does, and wants to spread the love he has for both East and West, Hip Hop and Punk, and Luxe Sportswear that is comfortable. In the air is the essences of a new Luxury sportswear revolution in the Turkey and globally. We are excited so see what the young brand presents this Men’s Fashion Week Milan, for their Fall Winter 2016-17 collection
Follow Tribe LES BENJAMINS
Photos by Rudy de Monteiro