It was the beginning of the company Action Wear. Little did he know it would grow into the successful, well-established brand that AO76 is today.

He rents a small office in Heusden and organises a large garage sale to test the market. Within just three hours, everything is sold out.

Their mother, Myriam Wyndaele, took the three sisters on the road during their childhood, travelling through Europe with the camping car.

She showed them the beauty of simple moments, of being together, of living freely. Real memories were made.

Etienne takes his family from New York to the Bahamas. A journey of discovery, offering them a first glimpse of the American lifestyle that would later shape their story.

His youngest daughter, Caroline Vandemoortele, joins her father at the company and becomes his right hand in the business. Together, they form a strong team, laying the foundation of the future brand AO76.

They continue developing the men’s collection while gradually introducing women’s and kids’ collections, establishing a strong DNA and a clear vision for the future.

At the age of three, Gaspard appears in front of the camera for the very first time. The beginning of something special.

Can you spot Gaspard in the picture?

We create a new logo: 'AO \American Outfitters', where two strong elements come together, a wink to our American roots and our role as an outfitter, dressing and equipping others.

In 2004, we give our very first interview to the Belgian press. Patricia still remembers it like it was yesterday. It brought a strong feeling that we were on the right track.

This true milestone gave us a real boost and fresh energy. From that point on, they start focusing even more on full women’s and kids’ collections as well.

After opening two successful city stores in Ghent and Antwerp, we head to the coast, opening our first boutique in Knokke. As of today, it remains a well-established and well-known store in the area.

We keep moving forward. In early 2007, we open another shop, this time in the World Heritage city of Bruges, in the Zilverpand. A bold move in terms of location… to be continued...

We keep moving forward. In August, we open another new boutique in Brussels, the financial capital of Europe.

In that same year, we make the decision to move production to China, India and Japan to stay afloat as a small Belgian brand. Through strong internal commitment, we maintain our quality standards and ensure decent working conditions for our partners abroad.

A though the year in fashion. After 2008's financial crisis, the effects started to seep through to the fashion industry. But as a well-established brand with years of experience, AO76 keeps its head above water.

On August 26th of 2011, our very first online order came in, a moment to remember.

While the women’s collection is performing well, they decide to fully focus on the kids’ collection from now on, with more attention to juniors, allowing more room for creativity, playfulness and a closer connection to their DNA.

American Outfitters, founded in 1976, becomes AO76, shifting the focus away from its American roots and towards its identity as a Belgian brand with a strong heritage. Clear and strong.

At the same time, the store interiors are redesigned. Staying true to their love for authenticity, second-hand furniture and craftsmanship, they introduce a new concept built around metal, wood and weathered pieces.

We never forgot about Bruges, so in 2018 we found our way back, this time in the Noordzandstraat, a lively mid-sized store in a well-known shopping street. We made it our own, with our unique interior concept.

Meanwhile, we experiment with corners in Dubai and Abu Dhabi, taking AO76 beyond borders.

We open a new boutique in Nieuwpoort, our second shop on the coast. Shopping with a seaside view turns out to be a perfect match. Our smallest store. Small in size, big in potential.

That same year, Gaspard Poelman, son of founder Patricia, now 25, sets off on a nine-month journey through South America, mentally preparing for his future role.

At the same time, we continue to invest in our stores, with strong interior concepts and creative window displays, consciously keeping physical retail an essential part of the AO76 experience.

The eldest sister, Nathalie, leaves the company to support her son, who started his own business growing micro-greens.

A new chapter begins, with Patricia and her son Gaspard taking the lead.

Our longing for sustaiability starts to take form. We decide to make our Tees and Sweats out of 50% recycled cotton. A big decision as a small compagny to take the first steps on the patch of sustainablity.

We start with the creation of our very own pyjamas from leftover fabrics of the collection, bright and playful with comfy fits, a natural addition to our core collection.

Driven by our sustainability vision, we team up with Mc Alson, two Belgian brands united by quality craftsmanship and timeless design, to give our production fabric surplus a new life. Alongside this collaboration, artist Fleur De Roeck designs a unique artwork sweater.

In August 2026, we open the doors of our sixth flagship store in Hasselt. A renewed store concept that feels timeless and stylish. A true visual translation of our collections’ DNA.

Driven by kids’ demand, we introduce our very own socks collection. Bright, colourful pieces designed to complete the AO76 look with extra flair.

In May 2026, we open our new store in Leuven.

A place to dress new memories together.

With seven of our own stores and a growing international B2B network, AO76 continues to expand.

All made possible by a fantastic team.

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