LOOKING SHARP: Call it Esquire’s version of the man cave. Starting May 16, the magazine and Esquire Network will host Sharp, The Man Event, a pop-up shop in Manhattan for men to discover new brands in fashion and grooming. There will be complimentary services including haircuts and trims from Harry’s grooming stations, skin-care demos from Birchbox, shoe shines from Allen Edmonds, leather sewing and monogramming via David Lane Design and beverages provided by Intelligentsia Coffee.
This story first appeared in the May 8, 2014 issue of WWD. Subscribe Today.
“There’s an upswell of interest in men’s wear right now, so we thought this was the perfect time to launch an event like this,” said Jill Meenaghan, Esquire’s associate publisher and group marketing director.
The shop, at 82 Mercer Street, will be more than 1,000 square feet. Esquire and Esquire Network Lounges are 1,000 square-feet apiece. The entire shopping space is 20,000 square-feet. Created by Adam Eisenhut, who previously worked at trade show MRket, the event will feature brands including Ernest Alexander, Cockpit USA, Cadet, W.R.K, Goorin Bros. and Autodromo. “These pop-ups give guys a chance to learn about these brands in more than just a space with racks in a room,” said Eisenhut. “It’s a weekend event that’s a destination hangout to discover brands without that pretentious feeling.”
The long-term goal, Eisenhut said, is to set up such events biannually and in other cities like Los Angeles and Chicago.
For Esquire, the shop is more than just a service for readers: it’s strategic to marketing the brand and staying competitive among other men’s publications. “This commitment to elevate the visibility of fashion coverage and point of view is very important to us,” said Meenaghan. “We haven’t put it out as forward as we could have or as early as we should have.”