Our story

AURA is a menswear concept store at 2 rue Châteaurenault in Rennes, France, and online at aura-estore.com. A selection of brands that matter, well-made pieces, a strong point of view. By culture, for culture.

September 2024: the idea

In September 2024, Manolis Segalen and François Merkel decided to go for it. The plan fitted in one sentence: open the multi-brand menswear concept store Rennes did not have yet. The first meetings with brands and agents took place that same autumn, and the selection took shape around a rule that has not changed since: no fast fashion, durable pieces, a real aesthetic stance.

The name is a nod to Manolis’s Greek roots. In Greek, aura means a breeze, a light breath of air: something new for menswear in Rennes. The company behind the project is called EMEIS, Greek for “us, together”.

15 March 2025: opening day

After months of work on the space at 2 rue Châteaurenault, Aura Store opened its doors on 15 March 2025. A calm, legible room designed to let the pieces speak. Opening night brought together friends, family, people close to the project and the very first customers.

The full story, from the first conversation to opening day, is in the Journal: the birth of Aura Store.

By culture, for culture

Our tagline sums up the intent. Aura was born from a culture, that of clothing, music and the subcultures that shaped us, and it speaks to the people who share it. The selection moves between designer labels, workwear, sportswear, outdoor and tailoring: independent French and international brands, chosen for their cuts, their fabrics and how they are made. They are all on our Brands page.

Since opening

The project has grown season after season:

• TDRA: Titouan Fournel has shaped Aura’s visual identity since September 2024 and joined the team in-house in September 2025.
• Live Sessions: the first one took place on 26 July 2025 at L’Ulteam in Saint-Lunaire, the second at Le Spot in Rennes, the third in the store. The idea: bring together Breton bars, restaurants and artists, and get people who share the same passions to meet.
• Collaborations: Outrenoir with Not Too Ballsy (November 2025), four pieces in Japanese denim made in Rennes; 50 raw denim sets with Goodies Sportive (April 2026); La Marinière with Another Aspect (June 2026), in Japanese cotton and limited to 50 pieces.
• Short films: the FW25 launch in October 2025, then “The Potatoes Dream” for spring-summer 2026, lookbooks shot as short films.

Every chapter is told in the Journal.

Aura today

The store is open Monday to Saturday at 2 rue Châteaurenault, in central Rennes. The full selection is also available at aura-estore.com, with delivery across France and Europe. Opening hours, directions and services: the Rennes store.