Raf Simons and Sterling Ruby launch online pop-up
Raf Simons and Sterling Ruby unveiled a web popup shop, inthenameof.be, which will offer pieces from the duo’s collaborative fall menswear collection.
Raf Simons and Sterling Ruby have teamed up with photographer Willy Vanderperre and Simons’s commercial director Charlotte Arts to launch a new online pop-up retail concept, titled IN THE NAME OF, which debuts Tuesday.
From now until Sept. 1, each Monday will see a new group of curated pieces from the Raf Simons/Sterling Ruby collection go on sale for one week only.
The first pieces online are a black denim workwear shirt (€270) and a pair of splatter print jeans (€490).
While temporary fashion store locations are an established trend in the world of luxury retail, the sort of ephemeral web-presence proposed by RAF SIMONS and Sterling is rarer, especially with brands and e-commerce sites fighting hard to stake out their ground.
