Everything Going Down For Neu York, Our Takeover of The Big Apple
Next week sees us launch a new project in Highsnobiety's second home, New York.
The multi-media experience is titled Neu York (using the German spelling of 'new' as a reference to Highsnobiety's Berlin roots) and includes events, pop-ups, parties, product collaborations, exclusive content, and more. Keep scrolling to find out about some of the key moments.
As part of the vast programming for Neu York, we have collaborated with some of our favorite creatives and institutions in the Big Apple, including pioneers within art, fashion, music, and gastronomy.
These collaborators include limited-edition capsule collections with the iconic hip-hop group De La Soul, the staple NY restaurant Sant Ambroeus, CFDA award winner Theophilio, and much more. All of these product collaborations, along with a collection created by our in-house brand, will be released on September 8 exclusively via our online shop and New York pop-up store.
We begin a string of in-person events on the evening of September 7 through a party with A.P.C., celebrating the 30-year anniversary of its New York shop and the launch of our exclusive collaboration.
Then the next morning marks the first full day in business for our pop-up store, located at 21 Greene Street, 10013. The store will be open between 11 a.m. and 7 p.m. from September 8 to September 10.
To mark its opening, there will be coffee from Clover New York during the day on September 8 followed by a party hosted by Coca-Cola Zero Sugar in the evening. We have collaborated with the sugar-free drink to create a capsule collection of elevated workwear, including carpenter pants and insulated outerwear for subzero conditions, which will also be part of the Neu York product releases.
The next day, September 9, sees another of our collaborators, streetwear label Sundae School, set up an ice cream truck outside of the store followed by an exclusive look at adidas' new LFSTLR collection. Re-imagining the jerseys from some of the world's leading clubs — including Real Madrid and Manchester United — into lifestyle-focused tops, the exclusive event offers a first glimpse at adidas' new collection.
The evening of September 9 then sees us host a party together with True Religion to celebrate the brand's 21st birthday.
This leads us to the final day of Neu York and the last of our in-person events: a closing party hosted at the pop-up store in partnership with the hard seltzer manufacturer White Claw and fashion label TOMBOGO™.
Whether it be physically or digitally, we hope to see you celebrate Neu York with us.
