Feb 17, 2017 | By Katie Atkinson
The best thing about being in New York during the holidays is the proliferation of unique pop-up shops around the city. Case in point: the corner of 40th Street and Broadway. Once the home of American Greetings, the sprawling warehouse space remains a must-shop this season with the opening of a 2(x)ist pop-up that benefits American Red Cross for Hurricane Sandy Relief.
Not only has the popular men’s underwear label already contributed their goods to the relief effort, but they are now donating 100% of profits from the pop-up. The store opens to a mission statement and a mini gallery of photographs documenting the devastating effects of Hurricane Sandy. It all puts things into perspective and serves as a reminder of what the holidays should be about.
While customers can feel good about supporting an important cause, they can also enjoy 2(x)ist’s collection of perfected basics and Holiday exclusives. This season is all about tartan, the classic print adorning waistbands of long johns, plackets of cozy Henleys and briefs allover. And joining the brand’s signature lineup of fun brights is a festive cranberry red. Chaske Spencer, the leader of the werewolf pack in Twilight, seems to be a fan, as we spotted him picking up a few things during our visit.
The shop is located at 1411 Broadway and is only open until December 24th, so head there soon to stock up on all your (or a loved one’s) innerwear essentials.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.