[9][10] The shop quickly developed a reputation for its strong community, evolving interior (which changed with each seasonal collection), and its mysterious exterior (with curtains hung over the door and street-facing windows).

In 2017, Aimé Leon Dore collaborated with KITH on hoodies, t-shirts, pullover sailing jackets, pants, and caps with a nautical theme and anchors, boat paddles, and evil eye iconography inspired by Mykonos.

[13] The new store gave greater expression to the brand's creative vision and included a living-room style interior evoking classic Parisian homes, an installation from New York artist Tyrrell Winston, as a well as Café Leon Dore, a Mediterranean coffee shop inspired by Santis' Greek roots with outdoor seating.

The project included a video campaign, limited-edition capsule collection, and physical activation at the Deitch gallery on Wooster St. in New York's SoHo district.

NDG was considered one of the earliest streetwear stores to blend high-end fashion with sneaker culture[23] and its discreet boutique was located in a basement on the corner of Broadway and Bleecker, just minutes away from ALD's New York flagship.