For this interview, we sat down with Dani Benz, founder and CEO of Asphaltgold.
Dani offers insights into the brand’s evolution—from an online pioneer to a curated platform for streetwear, culture, and community—and discusses the new store concept in Frankfurt, which aims to be more than just a place to sell products.
Find out why connection and hospitality are at the heart of Asphaltgold, how the store showcases local creativity, and how the online and offline experiences at Asphaltgold intertwine.
A: What prompted you to open a store in Frankfurt?
D: The idea had been in the works 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 Frankfurt residents themselves. It was actually long overdue.
If I could rewind the last 17 years, I would have launched in Frankfurt sooner. But I was heavily focused on e-commerce. That went well—we’ve built a strong presence in the European market. Still, the brick-and-mortar store in Frankfurt had been on our radar for a long time.
A: What’s the idea behind the new store concept?
D: It’s not just about sales for us. Rather, we see the store as a meeting place. After the pandemic, people have a real need to connect with others.
Our focus is therefore on brand awareness and community-building—even if the latter is a somewhat overused term.
In Frankfurt, we’re tapping into a cosmopolitan, international streetwear scene. We don’t just want to sell; we want to create an inspiring environment.
“We don’t just want to be retailers; we want to help shape culture.”
A: What does that mean specifically?
D: The store is divided into three zones: Up front is an inviting hospitality area with an integrated café and what we call the “Magazine Area” for exhibitions and content. Next is the footwear zone, featuring a mid-century-inspired design.
And in the back, there’s apparel, accessories, and a counter that looks more like a design element than a traditional checkout counter. In the Magazine Area, we also want to showcase local talent.
For example, at the Humanhood exhibition in November 2024, the theme of humanity was brought to life through photography. We plan to host similar events at the new store as well.
A: What’s special about the hospitality approach?
D: We want people to feel welcome. You don’t have to buy anything. Maybe you’ll just stop by for an espresso or to chat with the team about events or your favorite pizza places.
Many people feel pressured in small boutiques. We want to avoid that. That’s why we don’t employ traditional salespeople—instead, we have hosts with expertise in social and cultural topics.
A: How was the team for Frankfurt put together?
D: Our team is rooted in the local community; many come from the food and beverage, music, or art scenes. They bring expertise in social media or graphic design and can work independently on-site. This hybrid model has proven successful in recruiting. For many people today, the traditional retail job is no longer appealing.
A: What role does the digital space play?
D: Our app is a central element. You can view events, sign up, shop, and see where products are available. For us, KPIs aren’t just about sales, but also things like app downloads or time spent on the app.
“If someone leaves feeling good and comes back in a month—perfect.”
A: Are you integrating the Bad Habits Run Club in Frankfurt?
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 motivate people to start running in the first place. The focus is on exercising together, not on selling running shoes.
A: Do you plan to roll out this concept in other cities as well?
D: Frankfurt is a test run. After that, we’ll see how it’s received. Whether 160 square meters is the perfect size or if 80 would suffice. Expanding abroad is also a possibility. But first, we want to experience Frankfurt and learn from it.
A: What has changed in the market?
D: The sheer variety of products and drops has led to a certain degree of fatigue. Many people are turning back to niche brands—they want to stand out. At the same time, thanks to TikTok, certain products become huge within weeks—and disappear just as quickly.
“It’s more about the right thing at the right time than about volume.”
A: What makes Frankfurt such an attractive location?
D: Berliner Straße isn’t a prime location, but that’s exactly what makes it charming. The Römer is right across the street, the Kleinmarkthalle is just around the corner, and tourists are getting off the bus.
We want to welcome them all—not just through our products, but through hospitality, conversation, and inspiration. That’s the idea behind the new Asphaltgold store.
A: Dani, thank you so much for your time!
D: No problem, thank you!
Asphaltgold Frankfurt – at a glance:
Address: Berliner Straße 60, 60311 Frankfurt am Main
Hours: Monday through Saturday, 11 a.m.–7 p.m.
Website & App: asphaltgold.com / App available in the iOS & Android stores
Instagram: @asphaltgold
Photos courtesy of Asphaltgold, portrait of Dani Benz: (c) Janik Sam
Interior design by Sunst (creative studio) and Ganter (general contractor)
