Seven For All Mankind and Gap Inc. are taking advantage of the wealth of empty storefronts around the country to open denim pop-up shops.
Gap will open a pop-up store on Robertson Boulevard in Los Angeles on Friday featuring its 1969 selvage denim collection, while Seven For All Mankind unveils its Wash House temporary-shop concept on Boston’s Newbury Street on Aug. 14.
Gap’s 1969 collection was relaunched this year for the company’s 40th anniversary with medium-weight denim and contemporary cuts, including skinny, straight-leg and boyfriend styles, and a $70 price point. The denim push is part of the two-year effort of Patrick Robinson, Gap’s executive vice president of design, to reinvigorate the brand and reclaim the retailer’s position as a denim authority.
“L.A. has always been the epicenter for the latest trends in premium denim,” Robinson said. “It’s the city people look to to find out what’s new and cool. That’s why we’re bringing our 1969 jeans pop-up shop to Robertson Boulevard.”
The store will host a launch party tonight, with Joel Madden, lead singer of Good Charlotte, as DJ.
The company is paying $40,000 a month for two months for the long-vacant, 2,000-square-foot space through the end of September.
The street has seen a number of tenants relocate away from the area over the last year, such as Madison, Diavolina, Peter Alexander and American Apparel. New tenants that have or will soon debut along the several-block shopping stretch include Moods of Norway, All Saints and Beach Bunny swimwear.
There are no plans to open additional pop-up stores, although a similar concept will open in Gap’s “white space” in Manhattan on Aug. 13. The store space, which houses Gap promotional and artistic design concepts on a rotating basis, is adjacent to the Gap store on Fifth Avenue. The brand will highlight its denim line in New York City with an initiative dubbed “Born to Fit,” which integrates customers’ stories about what they were “born” to do.
Meanwhile, Seven is developing the Wash House concept as a way to test new markets while seeding the ground for permanent stores. The 2,000-square-foot Newbury Street store will be its first in Boston and will be open for six months.
“For Boston, it’s a fun, cool way of doing it,” said Aaron Battista, Seven’s vice president of retail. “Boston is going to be a permanent home for us anyway, but we’re just trying to find a permanent place on Newbury Street.”
Wash House stores will feature a “stripped-down and deconstructed” design style, said Battista. The Boston shop will keep the original hardwood floors, use vintage fixtures found from local supply stores and will have a denim bar constructed out of plywood. It’s a stark contrast to the look of the label’s 18 permanent U.S. stores, which feature the use of dark wood, marble and steel.
Denim will also get the emphasis, with jeans accounting for 80 percent of the assortment and the remainder devoted to a limited selection of the brand’s sportswear offerings.
Battista said Boston will likely be the only Wash House store opened this year, but the concept could come into play as part of Seven’s plans to open 20 stores in 2010. The opportunities to introduce temporary units in high-profile locations have increased as boutiques and other retail outlets have been forced to shutter as a result of the recession.
“I think there’s a lot of creativity in the real estate world right now,” said Battista. “Usually it’s pretty straightforward...but we’ve really found some landlords that are very flexible.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)