PROJECT Mens N:OW shakes up the trade show experience

Coming off a Las Vegas launch, N:OW at PROJECT has injected a vibrant international energy to the NYC trade show this time round. The show which traditionally positions like-minded brands into “neighborhoods” under one roof––The Tents, a range of elevated contemporary labels, The Foundry for refined apparel and grooming, Blue for premium denim, PROJECT Sole for footwear––unveils new addition N:OW which has an altogether buzzier atmosphere. Publisher Taschen has taken a front booth, and as if to set the tone, “The Ultimate Sneaker Book” is on display on its desk; across the aisle an artist at work at his easel riffs on the brand colors of Champion while the hip-hop music drowns out the voices of vendors illustrating the finer points of pleated pants and tweed blazers in the nearby neighborhoods. The N:OW press release explains that the brands have been selected from the U.S. and around the world because they are “pushing the culture forward while remaining commercially viable.”