Rhone, the premier men's active wear and lifestyle brand, announces today its first foray into brick & mortar with the launch of their Holiday pop-up shop in New York City's SoHo neighborhood. Rhone worked with Thor Equities to secure the temporary holiday space located at 292 Lafayette St. which officially opened its doors to the public on October 15, 2015 and will remain open through January 15, 2016. "We're excited to launch our first Rhone retail experience. This is the perfect opportunity to interact with our customers and understand how we can best serve them and our community," stated Nate Checketts, co-founder and CEO of Rhone. "We plan to take this knowledge and expand to other areas of the country to give as many people as possible a hands-on experience and access to the product."
Bringing their retail vision to life, Rhone partnered with interior design and architecture firm, Reform Creative, whose clients include Bonobos, Partners & Spade, Trunk Club and Warby Parker. Drawing inspiration from city infrastructure and the contrast of old and new, Reform Creative collaborated with local custom cabinetmaker, Stand & Build, to develop custom blackened steel and diamond pattern metal mesh fixtures that emulate the Rhone brand ethos of form and function.
"At Reform Creative, we love partnering with up-and-coming new brands to channel their energy and innovation into the built environment," stated Melissa McMillan, principal at Reform Creative. "We especially enjoyed working in collaboration with the Rhone team to create a space that is functional, fun and impromptu. The team brought their vision and deep knowledge of the brand to the project from day one, and it was a pleasure to design from that jumping-off point."
Rhone will offer their best-selling styles as well as seasonal collections, and plans to utilize the pop-up shop as a platform for launching new and exclusive products while gaining immediate customer feedback. "Rhone's goal from inception was to create premium men's active wear appointed with style that equally functions outside of the gym and in transitional times," stated Kyle McClure, creative director at Rhone. "By carefully curating a brand experience for the customer and a physical location for the community, we're allowing people to fully immerse themselves in Rhone. They can touch, feel and experience the innovation and fabrication. Seeing the customer interact with the product and their reaction to it will provide key insights into what they're looking for and what we can offer them going forward."
While currently a men's-only brand, Rhone is removing the "No Girls Allowed" signs and inviting Alala, a women's luxury active wear brand to the party. Joining the pop-up on November 20, Alala will offer an assortment of Fall/Holiday product in addition to an exclusive capsule collection and accessories.
Additionally, Rhone plans to offer a variety of in-store activations and regular events throughout the duration of the pop up, including a partnership with Shortcut, an on-demand grooming service for men that will have a professionally trained barber providing customers with on-site services while they shop, furthering the #WhenInRhone experience.
About Rhone Founded in 2013, Rhone is a premium active wear company that produces high-quality attire for men. Created to fill the current void in the menswear market, Rhone speaks directly to how the modern man lives, works and sweats. Rhone blends innovative materials and classic elements of design into products that stand up in the gym and excel during transitional times. This painstaking attention to detail results in superior fit, form and function. Currently, Rhone Apparel is sold at select Bloomingdales, Nordstrom, Equinox and CorePower Yoga locations as well as on Nordstrom.com. More information can be found at www.Rhone.com.