Rhone, an active-inspired men’s brand, will open its first pop-up shop at 292 Lafayette Street in SoHo on Thursday. The shop will remain in business through Jan. 15.
“This is the perfect opportunity to interact with our customers and understand how we can best serve them and our community,” said Nate Checketts, cofounder and chief executive officer of Rhone. “We plan to take this knowledge and expand to other areas of the country to give as many people as possible a hands-on experience and access to the product.”
Rhone worked with Reform-Creative, a New York-based interior design and architecture firm whose other clients include Bonobos, Partners & Spade, Trunk Club and Warby Parker. The store draws inspiration from the infrastructure of the city and Stand and Build, a local custom cabinetmaker, created blackened steel and diamond pattern metal mesh fixtures for the space.
“At Reform-Creative, we love partnering with up-and-coming new brands to channel their energy and innovation into the built environment,” said Melissa McMillan, principal at Reform-Creative. “We especially enjoyed working in collaboration with the Rhone team to create a space that is functional, fun and impromptu.”
Rhone will offer its top activewear styles and also use the space to test new and exclusive product such as a capsule collection of apparel and accessories from Alala, a women’s active brand, which will be added to the shop on Nov. 20. “Seeing the customer interact with the product and their reaction to it will provide key insights into what they’re looking for and what we can offer them going forward,” said Kyle McClure, creative director of Rhone.
The shop will host a variety of in-store events during its tenure including a partnership with Shortcut, a grooming brand that will have a barber on site to service customers while they shop.
