Matchesfashion.com is shining a spotlight on one of its most popular private brands.
After a successful installation at its Carlos Place store and event space in London last month, the retailer and e-commerce site will open the first international pop-up shop for its in-house brand Raey at Roll & Hill on Mercer Street in New York City. The shop will be open today through Sunday. The shoppable installation will then travel to Seoul, where it will take over the Chapter 1 Edit townhouse on Nov. 1 and 2.
The pop-ups will host a series of activations in the two international cities. In London, those included a workshop on denim tailoring, customized embroidery events, ear-piercing and wreath-making classes. In New York, an installation of antique furniture and fine art by galley owner Michael Bargo will be on display through the weekend and there will also be custom embroidery offered for any products purchased on site. In Seoul, workshops by L.A. tattoo artist Dr. Woo and embroiderer Moho will be offered, along with plant workshops by Kim Young Shin.
Rachael Proud, creative director of the men’s and women’s brand, said: “The focus of the Raey brand is to embrace our customer into our culture of building a wardrobe of seasonless, trend-free clothes that will be kept for a lifetime. We want to make good clothes with good ethics that people want to wear.”
Proud has collaborated with three other creatives on several essential wardrobe items for fall that will be sold at the pop-ups. These include T-shirts, sweatshirts and briefs embroidered with floral details and designed by Cressida Jamieson; handcrafted leather accessories and rose gold jewelry with British brand Ferian, and silk lingerie with Lucy Jones.
Raey, which is being relaunched this fall, seeks to offer customers a selection of modern essentials such as white button-down shirts and trenchcoats for men and oversize topcoats and sweaters for women.
To promote the collection, which consistently ranks as one of the top-performing brands for Matchesfashion, the company created a global advertising campaign for the first time. Styled by Suzanne Koller and photographed by Theo Sion, the campaign features models Veronika Kunz and Paul Hameline.
Raey was created in 2014 as a re-branding of Matchesfashion’s women’s collection, Freda. Men’s wear was added at that time.
Matchesfashion.com, which was founded three decades ago, generates 95 percent of its sales from its web site, 80 percent of which are from outside the U.S.