For this interview, we sat down with Dani Benz, founder and CEO of Asphaltgold.

Dani offers insights into the brand’s journey — from early online pioneer to a curated platform for streetwear, culture, and community — and talks about the new store concept in Frankfurt, which aims to be more than just a place to sell products.

Learn why human connection and hospitality are central to the Asphaltgold experience, how the store highlights local creativity, and how online and offline experiences come together in one space.

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A: What prompted you to open a store in Frankfurt?

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‍D: The idea had been on our minds for quite a while. Frankfurt is only 25 minutes away from our home base in Darmstadt — we’re actually closer to Frankfurt Airport than many people who live in the city. Honestly, it was long overdue.

If I could turn back the last 17 years, I would’ve opened in Frankfurt sooner. But back then, my focus was entirely on e-commerce. That side of the business worked out well — we built a strong position in the European market. Still, opening a physical store in Frankfurt had been a topic for quite some time.

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A: What’s the idea behind the new store concept?

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D: It’s not just about sales for us. We see the store as a space for connection. After COVID, people have a real need for exchange and interaction.

That’s why we’re focusing on brand awareness and community building — even though community has become a bit of a buzzword.

In Frankfurt, we’re stepping into a vibrant, internationally influenced streetwear scene. We don’t just want to sell — we want to create an inspiring environment.

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"We don’t just want to be retailers — we want to help shape culture."

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A: What does that mean in practice?

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D: The store is divided into three zones. At the front, there’s a welcoming hospitality area with an integrated café and what we call the Magazine Area for exhibitions and content. This is followed by the Footwear Zone, inspired by mid-century design.

In the back, there’s apparel, accessories, and a counter that looks more like a design feature than a classic checkout. In the magazine area, we also want to highlight local talent.

For example, the Humanhood Exhibition in November 2024 brought the theme of humanity to life through photography. We plan to host similar formats in the new store.

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A: What is special about the hospitality approach?

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D: We want people to feel genuinely welcome. You don’t have to buy anything. Maybe you just drop by for an espresso or to chat with the team about events or favorite pizza spots.

Many people feel pressured in small boutiques. We want to avoid that. That’s why we don’t employ traditional sales staff, but hosts with social and cultural know-how.

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A: How was the team for Frankfurt put together?

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D: Our team is rooted in the local scene. Many come from gastronomy, music, or the arts. They bring expertise in social media or graphic design and are able to work independently on site.

This hybrid model has proven successful in recruiting. Traditional retail jobs just aren’t that attractive to many people anymore.

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A: What is the role of the digital space?

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D: Our app is a central element. You can browse events, register, shop, and check product availability. For us, KPIs aren’t just about revenue — we also look at things like app downloads or how long people stay in the store.

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"If someone leaves feeling good and comes back in a month — perfect."

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A: Are you integrating the Bad Habits Run Club in Frankfurt?

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D: The Bad Habits Run Club is an important part of our community. We have different pace groups — from ambitious runners to beginners.

The best part is when we inspire people to start running in the first place. It’s really about moving together, not about selling running shoes.

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A: Are you planning to roll out the concept in other cities as well?

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D: Frankfurt is a bit of a test balloon. We’ll see how it’s received — whether 160 square meters is the perfect size or if 80 might be enough.

Expanding abroad is also something we’re thinking about. But first, we want to experience Frankfurt and learn from it.

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A: What has changed in the market?

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D: The wide range of products and constant drops has led to a certain fatigue.

Many people are turning back to niche brands because they want to stand out. At the same time, TikTok can blow up a product within weeks — and it disappears just as quickly.

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"It’s more about the right thing at the right time than about quantity."

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A: What makes Frankfurt so attractive as a location?

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D: Berliner Straße isn’t what you’d call a prime location — and that’s exactly what makes it charming.

The Römer is right across the street, the Kleinmarkthalle is just around the corner, and tourists get off the bus right in front of us. We want to welcome them all — not just with product, but through hospitality, conversations, and inspiration.

That’s the idea behind the new Asphaltgold Store.

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Asphaltgold Frankfurt — at a glance:

Address: Berliner Strasse 60, 60311 Frankfurt/Main

Opening hours: Monday to Saturday, 11 a.m. — 7 p.m.

Site & app: asphaltgold.com /App in the iOS & Android Store

Instagram: @asphaltgold

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Photos via Asphaltgold, portrait of Dani Benz: (c) Janik Sam

Interior concept by Sunst (creative studio) and Ganter (general contractor)