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GOLDEN TICKET: David Neville and Marcus Wainwright are in Tokyo to celebrate the opening of a Rag & Bone pop-up shop at Isetan’s Shinjuku flagship and the design duo has taken a page out of Willy Wonka’s playbook to promote it.

Open for just one week, the shop sells a selection of the brand’s best-selling merchandise, as well as several collaboration items, including a series of chocolate bars from Mast Brothers. Inside 50 of the chocolate bars are golden tickets, earning one of five handbags or 45 Smythson notebooks. The pop-up also carries bottles of whiskey from Kings County Distillery and backpacks by Japanese brand Porter as well as rain boots by Hunter.

This story first appeared in the October 10, 2013 issue of WWD. Subscribe Today.

“The idea when we were discussing the concept [of the pop-up] was to try and show Isetan customers what Rag & Bone stands for,” Neville said. “There’s a lot of references to our English past and our New York present, so a lot of the collaborations are either English or from New York or Brooklyn.”

Wainwright said it was important for the brand to present its range beyond fashion. “It’s a company that has a lot of history and a lot of authenticity. And I think this is a good representation of the things that we think are cool and some of the other brands that we love and really admire,” he said.

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