Kanye’s Pop-Up Store Redefines Concert Merchandise
Hundreds of fans shut down a NYC street to purchase 'The Life of Pablo' branded clothes
Kanye West, notorious for his use of Twitter, turned to the platform last Thursday to drop the news about the opening of his pop-up store in SoHo, New York’s famous shopping district. As expected, not long after, his loyal fans flooded the street. Surrounded by Chanel, Celine and Burberry, they were able to purchase items promoting the new album, The Life of Pablo.
Created in collaboration with Cali Thornhill DeWitt, the collection featured t-shits ($45), hoodies ($95), hats ($45) and beanies ($35) with “I feel like Pablo” written across them. Repurposed Levi’s denim jackets, priced at $400, caused the most hype, as no two pieces were the same, with some having ‘Pablo’ in all caps printed on them and some featuring screen print from Kanye’s studio notepad. Unlike his Yeezy Season 3 collection, which featured t-shirts, sweaters and pants priced at $200, $370 and $450 respectively, the Life of Pablo line is much more affordable.