On Saturday, October 24, 2026, it's a celebration at America Today on Kipdorpvest in Antwerp. The well-known clothing store celebrates its 30th anniversary and treats visitors to a day full of music, exclusive discounts, free snacks, and special surprises.
From 10 AM to 6 PM, the historic store will be transformed into a festive shopping location, with a new promotion every hour. From winter jackets for €30 to free anniversary T-shirts and a €300 gift card: there is plenty to discover.
30 Years of America Today in a Unique Antwerp Building
The store on Kipdorpvest has a history that goes back much further than the arrival of America Today in 1996.
Before the clothing brand opened its doors, the monumental building was known as Ancienne Belgique, a famous revue and variety theater where big names like Joséphine Baker, Louis Armstrong, and Gaston & Leo once performed on stage.
This unique history is still visible in the building today and makes the store a striking place in the Antwerp streetscape.
The opening of America Today in 1996 was anything but ordinary. The store stayed open all night, with live music and a new promotion every hour.
Thirty years later, America Today brings that festive atmosphere back to life.
A Whole Day of Discounts and Gifts
During the anniversary, visitors will be presented with something new every hour. The program combines attractive shopping promotions with surprises and fun extras.
The complete festive program:
-
10 AM: Free coffee and donuts. Start your shopping day with a delicious treat.
-
11 AM: The more you buy, the more discount. Get 20% off one item, 30% off two items, and 40% off three or more items.
-
12 PM: Free hotdogs and De Belgische Freetzak. Enjoy an American hotdog and discover the special food challenge from De Belgische Freetzak.
-
1 PM: Chance to win €300. Visitors have a chance to win a €300 America Today gift card.
-
2 PM: 30% off everything. For one hour, enjoy 30% off the entire range.
-
3 PM: Spin the wheel. Win gifts, gift cards, and other surprises. Every spin wins a prize.
-
4 PM: Winter jackets for €30. Shop a selection of winter jackets for just €30 each.
-
5 PM: Back to 1996. The first 30 customers who spend at least €19.96 from 5 PM will receive an exclusive anniversary T-shirt.
All promotions are valid only during the specified hours and while supplies last. Terms and conditions apply.
DJs, Donuts, and a Unique Food Challenge
In addition to the shopping promotions, America Today also creates a festive festival atmosphere in the store.
Various DJs will provide music throughout the day, while visitors can enjoy free coffee, donuts, and American hotdogs.
At 12 PM, a special moment is also scheduled. De Belgische Freetzak will be present to take on a food challenge on-site.
A fun extra for those who like to combine their Saturday shopping trip with some entertainment.
A Piece of American Lifestyle in Antwerp
America Today is inspired by American student culture and a relaxed lifestyle. The brand is known for its jeans, sweaters, comfortable basics, and casual collections.
For thirty years, the store on Kipdorpvest has been part of the Antwerp shopping scene.
With this anniversary day, America Today aims not only to reflect on the past years but also to create new memories together with customers.
Come Celebrate on October 24
Whether you come for the discounts, the music, the free snacks, or just to discover the unique store: on Saturday, October 24, there will be something to experience all day at America Today.
A great opportunity to combine a visit to the Antwerp city center with a festive shopping day.
Practical Info
Location: America Today, Kipdorpvest 26, 2000 Antwerp
Date: Saturday, October 24, 2026
Hours: 10:00 AM to 6:00 PM
Admission: Free
Program: DJs, free snacks, exclusive discounts, gift cards, and anniversary promotions.
All promotions are time-bound and valid while supplies last.
