People queued around the block on rue de Barbette, in the heart of the Marais, for the opening of the Paris branch of this New York skateshop! After London, this is the second European store to be opened by the iconic brand, which reaches beyond the confines of streetwear. Founded in 1994 by James Jebbia, the label soon became popular with rappers – Snoop Dogg first among them – and celebrities including Kate Moss and Lou Reed, who now sport the rectangular red and white logo. Jeff Koons, Murakami and Damien Hirst have also helped to give the brand’s designs an arty touch. In fact, visitors to the Paris store are greeted by a sculpture by Mark Gonzales backdropped by a mural work from Weirdo Dave. The store was designed by the London studio, Brinkworth. This airy space provides a showcase for the brand’s complete range, including clothes, shoes, skates, and its limited series, which have sealed its success.