Dubai:The American Rag Cie store in The Dubai Mall will welcome some of the best B-Boys, breakdancers, DJs and singers, plus stylish shoppers in the know, this Dubai Shopping Festival (DSF).

As part of an exclusive event held especially for DSF, which is organised by the Dubai Festivals and Retail Establishment (DFRE), American Rag Cie will be transformed into a buzzing hub for musical and dancing talent as well as shoppers enjoying big savings on the latest looks and coolest urban fashion lines.

Until 27 December, visitors to the store in The Dubai Mall’s Fashion Avenue will find prices slashed by up to 70 per cent on a range of in-demand items, as well as get to preview limited edition big-name brand collaborations and exclusive releases of special fashion items including must-have hoodies, t-shirts and caps.

On 25 December, the American Rag Cie store will host a hotly contested International DJ competition with a global lineup of DJs battling it out for a AED10,000 grand prize.

On 26 December, visitors to the store can take part in an informative and immersive DJ showcase, workshop and panel discussion where some of the best known and most talented DJs from the UAE and further afield will share their expert knowledge, explain how they’ve mastered their art and give tips to aspiring DJs on how to improve their skills on the turntable.

Customers can also sign up for great gaming competitions on classic console games, including Sonic the Hedgehog and Pac Man, or strap in for an amazing Augmented Reality experience that puts the spotlight on American Rag Cie’s range of specialty clothing and footwear.

As part of the DSF event, an Augmented Reality Journey will be held across six touchpoints leading from a specially created activation space in The Dubai Mall into the American Rag Cie store itself along with a chance to win a AED1,000 store voucher. An in-store TikTok competition will also give the best performers and visitors to American Rag Cie another great chance to win a AED1,000 store voucher, plus when shoppers spend AED400 they will get AED100 back.

Specialising in the latest urban fashion looks and streetwear trends, American Rag Cie is where stylish shoppers from Dubai and across the region know to pick up the most in-demand outfits and accessories.