United colors of benetton returns with santa monica pop-up

by Stephen Garner

United Colors of Benetton will open the doors to its first pop-up shop in the United States in more than 4 years this week.

Located in the Santa Monica Place shopping center, the four-week pop-up will run from October 25th through November 24th.

The pop-up will offer exclusive lines from the 2019 Milan fall fashion show, which unveiled experimental textiles and ecological materials inspired by the sea. It will also showcase the brand’s new approach to streetwear-inspired design and a renewed commitment to sustainable fashion under the artistic direction of Jean-Charles de Castelbajac.

“With the exception of the clothing on display, the Santa Monica pop-up will operate without any inventory,” says Andrea Rossetto, United Colors of Benetton’s U.S. representative. “Customers will be able to try on and interact with the clothing, but then all purchases will be made through the in-store online portal and shipped directly to the customers’ home.”

Executive chairman Luciano Benetton has also recently noted that, due to strong online sales in recent years, the brand is considering re-opening stores on a more permanent basis in the United States.

Additionally, all items will be available through the new U.S. e-commerce platform.