Alejandra Alonso Rojas unveiled a 2,000-square-foot pop-up shop at 62 White Street in TriBeCa in a restored landmark building with 16-foot ceilings and the original cast iron exterior from 1896. The pop-up will operate until Dec. 5 and the designer said there’s the possibility of extending the engagement further.
Alonso Rojas, who studied fashion design in her native Madrid, augmenting her education with classes at Central Saint Martins in London and Manhattan’s Parsons School of Design, considers herself a global citizen, and designs as such. “I’m always thinking about when the collections going to be delivered,” she said. “People want to buy for the weather now, rather than three months earlier. People have less patience.
“I’m launching pre-fall during the first week of December,” Alonso Rojas said. “I’ve also developed the [buy-now-wear-now] category.”
Offerings at the pop-up shop include the brand’s signature handwoven knits, eco-conscious cashmere pieces, tailored leather items and shearling-trimmed outerwear in earthy tones.
Alonso Rojas, who launched her collection in 2016, won Fashion Group International’s Rising Star Award for women’s wear the following year, and was nominated for the 2018 International Woolmark Prize. A fourth-generation hand-knitter, she uses classic and experimental knitting techniques to create one-off pieces.
Alonso Rojas also attended the School of the Art Institute of Chicago, where she worked for a costume designer while earning her master’s degree. “I wanted to mix the more traditional approach to tailoring that I learned in Europe with newer techniques,” she said. “I’ve been knitting since I was four years old.”
The designer, who moved to New York in 2011, cut her teeth at Nicholas K. and Anna Sui.
Customers at the pop-up are buying suits and knitwear, and several clients have preordered custom knit pieces in their choice of color and finished with their initials. Prices at the pop-up range from $1,500 for a skirt to $2,400 for a dress.
“Sometimes I have an idea and it doesn’t have to be attached to a specific season,” Alonso Rojas said. “I had lots of friends asking for a men’s sweater, so I decided to do a sweater that’s meant to be shared by a man and a woman.” The unisex style, which she calls the His & Hers sweater, is available in four colors and four patterns with prices ranging from $1,295 to $1,495.
“I live in a loft and have been working out of my loft,” Alonso Rojas said. “I wanted a raw space like that for the pop up.” The designer filled the space with furniture she restored. “That’s another passion of mine,” she said, citing a Fifties Italian sectional couch reupholstered in white shearling. “It’s like being at my house,” she said.