Fred Segal

Stadium Goods is heading west and setting up shop at Fred Segal in West Hollywood for a three-month pop-up.

The shop-in-shop opening on Oct. 17 will offer a selection of sneakers and streetwear from brands such as Supreme, Off-White, Yeezy and Travis Scott’s recently released Cactus Jack collection that launched with Nike and Jordan brands on Oct. 11, as well as a tie-dye collaboration with Smalls Studio composed of one-of-a-kind pieces.

“When the opportunity came up for us to collaborate and give the world a unique experience that pulls from each other’s traditional formats of brick-and-mortar and digital, to create something highly experiential; we were all in,” said Brian Nyilas, Fred Segal vice president, merchandising and brand development.

Unlike Stadium Goods’ sneaker walls at its Howard Street location that change after products sell, the selection of products at the pop-up will be rotated consistently and themed to how the company tells stories through editorial and social media. Stadium Goods cofounder and co-chief executive officer John McPheters did not share the themes, but said the product assortments will be focused heavily on apparel.

“We have a lot of different ways that we tell these capsule stories, we’ve just never really done a retail experience that’s focused on these stories,” McPheters said. “We’ve always been looking for interesting pop-up opportunities to bring our products to new venues. It made sense on a bunch of levels, it was very clear there was a big value on both sides.”

One value for the sneakers and streetwear consignment shop was the opportunity to open its first physical retail presence in Los Angeles. “This is the first time that we’ve taken the brand there,” said McPheters. “Fred Segal has a devoted audience. We’re going to present unique offerings that people will enjoy in the space.”

The space will remain until Jan. 16, but McPheters shared interest in Los Angeles beyond the pop-up. He said he wouldn’t call the pop-up a “one off” and “expansion is coming” for the Farfetch-owned business, but declined to share other cities that are of interest.

“Los Angeles is an incredible market and opportunity,” he said. “It’s inevitable that we’ll be there. We see a ton of cities that are of interest domestically and internationally as well. We’re super excited about this, it’s great timing on a bunch of levels and we’re just happy to be a part of it.”

Prior to this opening, Fred Segal opened its third Los Angeles store in Malibu in April and launched a capsule collection with Wrangler.

In addition, Stadium Goods and Sotheby’s partnered on an auction that saw the sale of 99 rare and coveted sneakers to collector Miles Nadal for $850,000 and the Nike Moon Shoe also to Nadal for $437,500, which is a Guinness Book World Record for “the most expensive trainers (sneakers) sold at auction.”


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