by Stephen Garner

Mitchell & Ness Co. is teaming up with Los Angeles-based experiential retailer Fred Segal Sunset for an activation to pay homage to famed Los Angeles sports teams and athletes. The immersive pop-up featuring authentic apparel and limited collaborations launches today and will run through the fall.

This pop-up will showcase special Mitchell & Ness collaborations with Dr. Woo, Greg Lucci, Blends, Sports Illustrated, Slam, and Topps, and will launch with a Just Don release and other limited collections. Additional product drops exclusive to Fred Segal Sunset will launch throughout the pop-up’s duration.

To bring an additional element of inimitability, Mitchell & Ness has joined forces with L.A.-based designer and customization master Drx Romanelli to create one-of-a-kind display pieces – featuring cut-up football jerseys – for the pop-up.

“It is rare that a brand maintains such a high level of authenticity, quality, and craftsmanship for over a century; let alone in the ever-evolving sports arena. Mitchell & Ness exemplifies just that,” said Brian Nyilas, vice president of men’s merchandising at Fred Segal. “Sharing the same strive for excellence and innovation, we jumped at the idea of collaborating and hosting such a thoughtfully curated world in our world that pays homage to our rich sports history and the lifestyle it has spawned.”

“Fred Segal is a Los Angeles landmark I’ve loyally shopped for years,” added Kevin Wulff, CEO of Mitchell & Ness. “We are thrilled to partner with such an iconic destination. Our Mitchell & Ness pop-up will feature authentic product collections and premium, limited collaborations – all through the lens of local, legendary sports teams.”