LONDON — Streetwear brand Aries is preparing to plant a flag in Japan next year, backed by the success of its dual-brand strategy, where its more accessible spin‑off line, No Problemo, has been gaining traction among retailers in the street space.
According to the brand’s founder and creative director Sofia Prantera and chief executive officer Nicki Bidder, Asia has been on the horizon since Aries opened its first flagship on London’s Great Pulteney Street in 2023, with 4,000 square feet of retail space over two floors.
“Japan particularly is a market where we have consistency in terms of consumer demand, and on our journey to balance direct-to-consumer and wholesale revenue, the opening of our second store will be key,” they said.
Planned for 2027, the store will be a smaller iteration of the London flagship, and it is being positioned as a space to house cultural output and the brand’s friends and collaborators in the region.
A look from No Problemo.
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The Asia push comes as the brand reshapes the business into a two‑tier system, with Aries as the premium, ideas‑driven core, and No Problemo as the accessible growth engine. For years, No Problemo existed as a graphics story only within Aries. Then it started to take on a life of its own, gaining resonance with a younger, male audience.
“It featured 30 to 35 percent of manufactured products and was attracting attention from international buyers who were keen to buy into the brand, but perhaps the finishes and prices of Aries ready-to-wear were a challenge. In 2024, we decided to answer that demand whilst protecting Aries, by creating a No Problemo collection alongside it. It felt like the perfect opportunity to explore a more accessibly priced collection with the potential to scale,” explained the duo at Aries.
Today, No Problemo is achieving year‑over‑year growth of more than 70 percent, while Aries grows in the single digits. “In many ways, No Problemo allows us to be more commercially focused across both lines without forcing Aries to become less culturally ambitious,” they added.
Comparing the two, Prantera and Bidder said Aries offers graphics and jerseys, as well as elevated pieces like lasered denim, knitwear, shirts and leather. No Problemo, meanwhile, focuses on tried and tested silhouettes at a lower entry point.
The line is “increasingly known for its trousers — the classic workwear pant — which we make across canvas, twill and ripstop, which is the bestselling offering. Strong sports-led styles, including airtex mesh jerseys and nylon windcheater shell sets in bold colors and custom camos are increasingly signature to No Problemo,” they added.
A No Problemo experience at the Above the Clouds store in Melbourne, Australia.
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The two labels also inhabit different retail ecosystems. Aries works with premium department stores and concept stores like End, Slam Jam and Browns, while No Problemo has a broader reach, being on platforms like Asos, Pacsun, Zalando and Fwrd.
Gender is another key differentiator. The Aries customer is split 55 to 45 between male and female, while No Problemo at this stage is mostly male-driven. But some styles, such as caps, are popular with female customers as well.
While No Problemo is leading the business growth, Aries is equally busy exploring new avenues in cultural relevance with collaborations and cross‑industry projects, most visibly Jolene, the North and East London bakery whose merch has become a quiet hit at Aries’ Soho flagship.
“For our Soho customers, Jolene is the perfect partner to offer them the best in baked goods and coffee while they spend time in our space. The whole idea behind our Soho flagship was to create a space to connect in person with like-minded people. Jolene, like Aries, is independently owned and community-driven. For our customers and us, the authenticity of their business feels like the best natural fit,” said Prantera and Bidder.
The Jolene space within the Aries Soho flagship.
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Aries offers four to six large projects a year with global brands such as New Balance, Puma, Vans and Tommy Hilfiger, as well as smaller drops with musicians and artists. Most recently, the brand collaborated with Mike D, formerly a member of Beastie Boys, on his new solo musical project 5D.
“They were sold out super quick. Often it’s niche and specific exclusive products like this which are really meaningful — we are fans like our customers are — and it’s that shared taste that cements the community. The most important thread for us is that there is a cultural touchstone or output. We are all about brands as vehicles for ideas as well as making the most desirable products,” they added.
Aside from Japan, Prantera and Bidder are looking across the pond as well, with a special project slated for October in New York and a planned pop‑up in New York or Los Angeles toward the end of 2027 and beginning of 2028.
