David Donahue is tired of keeping a low profile.
The men’s wear brand has been around since 1973 and is carried in such high-end retailers as Nordstrom, Neiman Marcus, Saks Fifth Avenue and more than 200 specialty stores. But siblings Rob and Suzy Donohue, who now run the company started by their father, are hoping to heighten the brand’s visibility.
The company started as a men’s accessories manufacturer but over the years has expanded into all categories including suits, sweaters, jeans and outerwear.
The first move to get its name better known came in 2016 when the brand started dressing the NBC Sports football commentators. That relationship will expand into David Donahue dressing the sportscasters at the Winter Olympics in South Korea next year as well, Rob Donohue revealed.
On Thursday night, the brand took another step forward by opening its first pop-up shop inside of the Rothmans men’s store on Union Square in Manhattan.
Rothmans’ president Ken Giddon said this is the first time in the history of the store’s rotating pop-up program that the inventory was sparse before the party. “It started selling since we put it in,” he said. “This is a great opportunity to showcase a brand that most people think of as just a shirt company.”
Rob Donohue said that despite the success of the pop-up, there are no plans to open others or add a permanent store. “But this gives us the confidence to keep growing, adding more product and staying true to our brand,” he said.
The pop-up will remain through Nov. 15.