By  on August 2, 2007

NEW YORK — A pop-up store is, by its very nature, temporary. Earnest Sewn, however, has made the transitory concept a permanent feature of its An Earnest Cut & Sew store at 821 Washington Street in the Meatpacking District.

The denim retailer has reserved a 420-square-foot room at the back of the 2,500-square-foot unit for highlighting "like-minded businesses," said Carlos Quirarte, director of business development and strategic marketing. "[Pop-up stores] bring us other customers and introduce our customers to brands we love and think are special. We get a mix of uptown and downtown people."

Brands invited to participate "get a white box and can put anything they want into it," Quirarte said.

In September, footwear brand Repetto will unveil a pop-up shop at Earnest Sewn designed to look like a miniature version of its Paris flagship, replete with gilt mirrors, antique tables and chandeliers. The footwear, which has its roots in ballet shoes, is sold at Bergdorf Goodman, Colette, Harvey Nichols and 10 Corso Como, among others.

Repetto will use the pop-up shop to introduce styles and educate customers about its shoes, which are made by hand in France. The handmade aspect of Repetto appealed to Earnest Sewn, which hand-sands and hand-washes its jeans. Earnest Sewn also offers custom jeans, which are produced by sewers in the store's lower level using specialty denims and the customer's choice of thread color, back pocket design, locker loop color and hardware. They cost between $500 and $800.

Earnest Sewn in the spring will launch a new line called Earnest I Am, with price points between $124 and $148. The jeans are described as similar to Helmut Lang Jeans, which was once one of the hottest labels. Earnest I Am will have more modern, cleaner washes than the core product.

Repetto has a tradition of collaborating with designers such as Comme des Garçons, Yohji Yamamoto, Issey Miyake and Véronique Branquinho, whose designs are part of the current collection. Repetto, which produces several styles that are collaborations with Earnest Sewn, will occupy the space for 90 days rather than the usual 45. "We have an upcoming Repetto and Earnest Sewn Eco line of organic canvas shoes in two signature styles," said Quirarte. "It's the green shoe from Repetto by Scott Morrison [Earnest Sewn's president and designer]."This is Repetto's first retail initiative in the U.S.," said Natacha Polaert, the brand's spokeswoman, adding the company is actively looking for store sites in New York and Beverly Hills. "Earnest Sewn will have shoes no one else has seen."

Repetto has a storied history. Brigitte Bardot, who was a trained ballet dancer, wore a pair of red Repetto ballet flats in the movie "And God Created Woman." Serge Gainsbourg was devoted to the Zizi calfskin lace-up jazz shoe for more than 20 years, said Polaert.

In addition to the Zizi and the Bardot ballet flat, other Repetto styles include the Garbo, black patent leather lace-up high-heeled booties, which retail for $295, and the Grease, black carbon metallic leather ankle boots, at $420. The Bardot comes in many styles, including chocolate python, $405; leopard-print pony, $405, and stingray, $300 to $500.

Previous pop-up stores at the An Earnest Cut & Sew boutique were dedicated to John Derian housewares; House of Waris jewelry; Malin + Goetz skin care; Santa Maria Novella fragrances and skin care; Carpe Diem hand-cobbled shoes, and Jimmyjane luxury sex toys.

load comments
blog comments powered by Disqus