The store became famous as a vintage and lifestyle shop with 5 other branches across Ireland and a huge clientele of those who adored the individualistic styles.
The Belfast branch closed in 1998, but Moss and Jon-Joe Rogers were keen to get the brand back up and active with the zeal for vintage clothing that has arisen in recent times. After Jon-Joe studied in America he worked with the original suppliers of clothing to the American Madness shops back in the day to source new items from across the States and bring them back to Ireland.
The shop houses a range of unique pieces and iconic names such as Lee, Levi and Wrangler in conjunction with more modern ranges such as Champion & Dickies and Stussy to creat the new look store.
The shop is located at 2A Lena Street and is open every Saturday from 10-5, and the website promises that customers will get the pick of the items before they appear on the site which is regularly updated with 'what's new' items. Of course, the website itself is one of the key new features of the modern style shop, and you can now buy online and see many of the different lines for men and women with a little bit of history about the clothing. In addition, there is a 'condition' chart so that you can assess the quality of the item and how it has been categorised in terms of mint, excellent, very good, good and fair.
Another modern day adaptation is the site's blog where certain clothing brands are spotlighted, and you can see interesting news features and follow the American Madness playlist on Spotify. As interest in vintage clothing continues to grow, the eclectic collections put together by Jon-Joe and Moss Rogers in the new, reinvented American Madness shop in Belfast will no doubt inspire a whole new generation of fans of pre-loved character clothing from earlier eras.
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