The Birmingham location follows a rapid series of store openings, including recent additions in Honolulu and Las Vegas, alongside a significant expansion at the Mall of America in Minnesota. These moves are part of a broader strategy to establish high-impact retail destinations that cater to a growing base of shoppers who prioritize the brand’s signature off-duty aesthetic.

Romina Kolodziejska, Vice President of Global Real Estate at Groupe Dynamite Inc., noted that the brand's momentum proves its energy resonates across diverse markets, from Hawaii to the UK. While the company continues its international push, the Alabama opening underscores an ongoing effort to meet its core community directly where they shop.