It’s safe to say concert merch has always been a “thing,” but it’s undoubtedly been taken to new heights as of late thanks to Kanye West. In teaming up with Wes Lang for the Yeezus tour in 2013 and 2014, ‘Ye and company created some of the most elevated, coveted concert merch of all time, even opening pop-up shops in Los Angeles, New York, Chicago and Australia to offer similarly inspired pieces — almost singlehandedly reigniting interest in Alpha Industries’ flight jackets in the process. The merch and associated pop-ups have had a far-reaching effect, influencing the likes of Travis Scott’s blink-and-you-missed-it Rodeo collection, not to mention Justin Bieber’s Purpose merch and Jerry Lorenzo-styled looks.
Now Yeezy and the DONDA crew are back at it, following up the release of the Yeezy Season 3 fashion show/The Life of Pablo listening party‘s Cali Thornhill DeWitt and DONDA collaboratively-designed pieces with a corresponding pop-up of their own. Like Yeezus before it, the Pablo spot builds on the initial merch drop, offering up some new pieces — including customized denim trucker jackets — in a decidedly minimalist space.
The pop-up will be open March 18 until 8 p.m. and from noon to 8 p.m. on both Saturday March 19 and Sunday March 20.
The Life of Pablo Pop-Up Shop
83 Wooster St.
New York, NY 10012