TIME FOR ACTION !
1976
Etienne Van de Moortele, father of 3, a man with a great feel for fashion and passionate about the USA, takes a leap of faith and starts importing USA sportswear to Belgium. He rents a small office in Heusden and organizes a big garage sale to test the markt. In only 3 hours his total stock was out the door! It was the beginning of ‘ACTION WEAR’.
SWEET CAROLINE
1988
His youngest daughter Caroline joins her dad at the firm and becomes his right hand in business.
AU SECOURS !
1993
When their dad gets sick, Caroline calls in the help of her two sisters to come and strengthen her to lead the firm. Together they transform action wear into ‘American Outfitters’, still importing sportswear and slowly creating a little bit of Art work themselves.
FIRE IN THE HOLE
1997
Fate strikes! In ’97 Etienne Van De Moortele, a true pioneer in the Belgian fashion industry, dies and leaves his company in the hands of his three daughters. To make matters worse, by the end of the year their office in Destelbergen burns down in the middle of the night. A black year..
LET'S GET PHYSICAL
2000
Never give up! After a few difficult, but successful years the sisters open their own flagship store in de ‘Kortedagsteeg’ in Ghent. A former butchery, a beautiful building they can still call their own.
WHAT A SUCCESS !
2002
In 2002 they open their second flagship in Antwerp; the fashion capital of Europe. The store is an immediate success!
WHAT'S NEW ?
2003
In the year 2003 the new logo ‘AO American Outfitters’ was created. A strong logo true to their roots.
STOP IN THE NAME OF LOVE
2005
Their story began with men’s clothing, but it was time to start focussing even more on kids & women. So sorry fellows, it was time to move on. In 2005 they stop producing mens clothes. All their refocussed energy causes the women collection to become a success.
TAKE US TO THE COAST SIDE
2006
After already opening 2 shops, they opened their first boutique at the coast in Knokke. As from today it is still our best shop and truly a well known store in the area.
OH BRUGES YOU STOLE MY HEART
2007
In February of the year 2007 they opened a store in the World heritage city Bruges. The location ‘Zilverpand’ wasn’t a big success so after a few years they had to close the shop, due to desolation of the site. But they came back in 2018 with even more enthusiasm as before in the Noordzandstraat, a far better location!
LET'S SHIFT TO HIGHER GEAR
2008
They were unstoppable ! In august they opened another new boutique in Brussels, the financial capital of Europe. Yet again a big success!
WE ARE SURVIVORS
2009
Though year in fashion. After the bankcrisis in 2008, the effects started to seep through to the fashion industry. But because we are a well established brand in the Belgian fashion industry and experienced players on the market, AO76 is able to keep her head above water and survive the crisis without rips.
WELCOME TO THE WORLD WIDE WEB
2011
On the 26th of august their very first web order is a fact ! What a milestone !
HER LOVE FOR INTERIOR DESIGN
2016
In the summer of 2016 Caroline leaves the firm to pursue her dream of becoming a lifestyle and project developer.
STAY SHARP
2017
In 2017 they take another big decision. Although the women collection sells steady, they decide to put all their focus and energy on the kids collection, with the goal to start creating more for juniors as well. Keeping in mind young women would miss the women collection, they keep making XS and S under the mum of size 14 & 16 years.
SEE VIEW SHOPPING
2019
We opened our new boutique in the upcoming bathing place ‘Nieuwpoort’. Our second shop at the coastwise.
WELCOME GASPARD !
2020
Tekst over mijn intrede in AO76
BRIGHT FUTURE AHEAD
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