This past weekend, lovers of sports, fashion and culture descended on Chicago for NBA All Star Weekend. Crown Royal Regal Apple and Windy City native Joe Freshgoods made a stylish splash during the event with the Royal Pop-Up. The activation was curated by the designer and celebrated the launch their collaborative series of limited-edition merch fittingly dubbed Royal Apple Goods.
Taking place in Chicago’s West Loop, the invite-only pop-up was stocked with everything All Star Weekend attendees needed to look and feel their best. It served as the go-to spot for consumers, media and tastemakers to freshen up with cleaning stations, barbering services and nail art. The highlight was the debut of Royal Apple Goods, which continues Crown Royal’s commitment of putting fresh spins on various cultural touch points. The collection, which was exclusive to All Star Weekend, included Freshgoods-designed sneaker bags, hoodies, t-shirts and bandanas which were on full display. True to form, the designer lent his fun, unpredictable and bold aesthetic to the pieces. The result is a high vis assortment of wares that combines Freshgoods’ Chicago roots and the Crown Royal Apple Goods ethos. The sneaker bags were fashioned from the whisky brand’s bottle bags, rounding out the mash up of styles.
Freshgoods also paid homage to Chicago by hand selecting staff, creators and collaborators that are a part of his inner circle and represent their city. Barber Roger “Rodge” Williams, nail artists Tacarra Sutton and Slay Lewis, DJs Vic Lloyd, Chuck English and Evie and sneaker cleaning brand Fix Your Kicks offered their services throughout the spectacle. Party goers were also treated to signature Crown Royal cocktails and a green carpet, inspired by the Regal Apple whiskey flavor. Altogether, the activation provided a one-stop-shop for basketball enthusiasts and Chicago natives to freshen their drip before experiencing the star-studded weekend.
Check out images from the event above. To learn more about Crown Royal Regal Apple, head to the brand’s website.
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