22 minutes ago | By Lizzy Bowring
Aug 18, 2016
By WGSN Insider
Kanye West has announced via Twitter the launch of 21 global pop-up stores this weekend in locations including London, Amsterdam, Berlin, Singapore, Cape Town, Sydney, Melbourne and Toronto.
The stores – which will be devoted to his current album ‘The Life of Pablo’, will feature merchandise including T-shirts and hoodies with each city spelled out in the brand’s Gothic font favoured by the merchandise designer artist Cali Thornhill DeWitt.
21 PABLO STORES WORLDWIDE THIS WEEKEND LOCATIONS HEREhttps://t.co/tYuzqs7kJW
— KANYE WEST (@kanyewest) August 18, 2016
The majority of the stores will be located in the US, in his native Chicago, plus Portland, San Francisco, Las Vegas, Los Angeles, Dallas, Houston, Atlanta, Miami, Detroit, Boston, New York and Philadelphia.
Earlier this year, West announced the opening of two pop-up stores in New York and Los Angeles. He has previously opened pop-ups for 2013’s ‘Yeezus’ and 2011’s ‘Watch the Throne’ albums.
We’ve commented in the past about the rise of tour merchandise pop-up stores and their increasing retail impact, as these clothes become a retail sub-category of their own. Musicians from Justin Bieber to Drake and Beyonce have all launched tour merchandise to expand their offering to consumers and fans. That said, Kanye in particular, continues to bridge the gap between the fashion and music worlds.
The rapper also announced plans this week to present his Yeezy Season 4 on the first day of New York Fashion Week this coming September at Madison Square Garden, the day after he’ll have performed there for two days as part of his Saint Pablo tour.
Last February, the rapper also took over the venue to offer a listening party of his album The Life of Pablo, as well as a fashion presentation featuring established models Naomi Campbell and Veronica Webb, alongside street cast models, all standing on plinths wearing the collection.
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