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Retail

Diplomacy to host NYC pop-up

By Kristopher Fraser

May 31, 2019

Diplomacy Worldwide Streetwear will be kicking off the month of June with a Summer Drop Pop-Up shop this weekend, June 1 and 2 at 298 Mulberry St. in New York City. Open from noon to 8pm, the shop will offer a tight assortment from their spring/summer 2019 collection, including tie-dye hoodies, shorts and joggers, along with their limited-addition statement tees.

"The pop-up shop offers an intimate shopping environment where our audience can experience the brand in a deeper way," said Eric Archiblald, creative director of Diplomacy Worldwide Streetwear, in a statement.

For fashion brands looking to grow their business pop-up shops are a great way to generate buzz and increase revenue. For brands who don't want to make the full commitment to a brick-and-mortar lease, a temporary pop-up is a way to bring in consumers who still want a physical store experience. In terms of courting millennial consumers, who value experiences over just acquiring more material things, pop-up shops are seen as more experiential since they are temporary, helping to bring in that demographic.

To celebrate the opening of the pop-up on Saturday night, Cozy the Saint will host Diplomacy's Summer Drop Pop-Up shop After-Party. Cozy the Saint (formally known as Cozy with the Curls) is best known for his appearance on VH1's Signed alongside Rick Ross, The Dream and Roc Nation's Lenny S. On the show, Cozy was a fan favorite and was offered a record deal from Maybach Music Group.

The spring/summer 2019 collection is titled "Urban Jungle", marking creative director Eric Archibald's third collection with the brand. His latest collection, fall/winter 2019's Streetwear Punk was recently released and can be seen online at DiplomacyWorldwide.com.

"The collection has received a great response thus far and we're preparing to announce some exciting partnerships for the upcoming holiday season" said CEO Jeff Fagen in a statement.

photo: via diplomacyworldwide.com