Known Unknwn
Inside LeBron’s New Store

Before last season, LeBron announced that he was taking his talents to South Beach.

Well, right before this season, LeBron has another announcement: he’s taking his talents to Aventura Mall.

And he’d like you to buy some jeans while you’re there...

Welcome to Unknwn, a new bastion of King James–approved handsomeness, now open at Aventura Mall.

The crew behind the store: LeBron, plus four friends, all of whom have been scouring the globe so that you don’t have to make that last-minute trip to Tokyo, Paris or... Cleveland.

The result: a sort of gallery-type space, including a wall of sneakers, with each pair sitting next to an iPad that demonstrates how to wear them. (In case you need help with that.) There are also chairs with Keith Haring art on them, Barbara Kruger books and Miami Hurricane T-shirts from the ’80s. (In case Vinny Testaverde’s on your list this year.)

You’ll come here for the basics: A.P.C. jeans, Top-Siders by Band of Outsiders and Sperry and bandana-looking fleece blankets from OriginalFake. Also, for some not-so-basics, like exclusive, limited-edition Nike LeBron 9 “China” sneakers (the next round drops the day after Christmas) and T-shirts from their private label, designed in collaboration with James himself.

It’s the next best thing to a ring.