Building the Hype
During the build, we teased the upcoming storefront with a custom upcycled curtain by creator ZeroWasteDaniel.
The abstract curtains showed each item “still loading” while construction was underway.
The Reveal
We gave Youtube Shorts creators a treatment typically reserved for only the biggest names in fashion — we created
the #REMAKETHERUNWAY storefront in New York’s SoHo neighborhood. Partnering with sustainability-minded production designer Javier Irigoyen
and the production team at Mad Hattar, we created 5 incredible window displays to show off some of our favorite pieces.
Each window display is made out of upcycled, found, and sustainably sourced materials to evoke the feel and story behind the fabrics used in our collection.
The Launch
By dominating the city with billboards, subway toppers, and storefronts that featured our designer’s creations, we turned them into the unexpected stars of fashion week. Our ads encouraged the public to watch the shorts and visit the storefront at 591 Broadway in SoHo, less than a mile away from NY Fashion Week’s home.
