You Must Create, a London-based men’s and women’s contemporary brand that launched in 1996, has introduced a pop-up within Kinfolk’s Williamsburg boutique at 90 Wythe Avenue.
The pop-up, which will be open through Oct. 5, will feature men’s and women’s pieces from the line, which retails from $70 to $400.
According to Jey Perie, Kinfolk’s creative director, the store has had small pop-ups in the past, but this is the largest space it has created and the first time it has included women’s merchandise in the space.
“We’ve been working with YMC for a year now and the line does really well in the store,” said Perie, who added that although many women come into the store, there are no immediate plans to include more women’s merchandise in the shop.
Jimmy Collins, YMC’s founder, said the brand has been sold in the U.S. in a small way over the last 15 years in independent boutiques including American Rag and Mohawk General Store. A couple years ago the brand held a pop-up within a Seattle store that did very well and since then the company has attempted to partner with a retailer on store activations each season.
“Maybe in the future we’d like to have a store in New York, but at the moment we are just taking small steps,” Collins said. “From a distribution point of view, Kinfolk is very important to us, so this made sense.”
YMC recently opened a store in Seoul with a distributor and operates two London locations.