by Stephen Garner

Men’s activewear and lifestyle brand Rhone celebrated its first foray into brick-and-mortar with the launch of its holiday pop-up shop in New York’s SoHo neighborhood on October 22. The store officially opened earlier this month on October 15 and will remain open through January 15, 2016.

“We’re excited to launch our first Rhone retail experience. This is the perfect opportunity to interact with our customers and understand how we can best serve them and our community,” said Nate Checketts, co-founder and CEO of Rhone. “We plan to take this knowledge and expand to other areas of the country to give as many people as possible a hands-on experience and access to the product.”

Rhone partnered with interior design and architecture firm, Reform Creative, whose clients include Bonobos, Partners & Spade, Trunk Club and Warby Parker. Drawing inspiration from city infrastructure and the contrast of old and new, Reform Creative collaborated with local custom cabinetmaker, Stand & Build, to develop custom blackened steel and diamond pattern metal mesh fixtures that emulate the Rhone brand ethos of form and function.

Rhone will offer their best-selling styles as well as seasonal collections, and plans to utilize the pop-up shop as a platform for launching new and exclusive products while gaining immediate customer feedback. “Rhone’s goal from inception was to create premium men’s activewear appointed with style that equally functions outside of the gym and in transitional times,” said Kyle McClure, creative director at Rhone. “By carefully curating a brand experience for the customer and a physical location for the community, we’re allowing people to fully immerse themselves in Rhone. They can touch, feel and experience the innovation and fabrication. Seeing the customer interact with the product and their reaction to it will provide key insights into what they’re looking for and what we can offer them going forward.”

During the duration of the pop-up, Rhone will offer a variety of in-store events and partnerships. Women’s luxury activewear brand Alala will join the pop-up on November 20 to offer a women’s fall/holiday assortment to the currently men’s-only space and on-demand grooming service Shortcut will offer professional barber services in-shop.