Diet Starts Monday opens new experimental D.C. concept store

By

Emily Jensen

Published
May 20, 2017

The experimental fashion brand has opened a new retail concept in Washington D.C. The new space combines a shop, restaurant and bar into one location.

 
The new concept space from Diet Starts Monday will be open every Thursday through Sunday through July 2017. The shop and restaurant hybrid features original artwork from American street artist Shepard Fairey and food from Red Beard chef Kevin Gillespie. Drinks made with Casa Noble tequila pay homage to D.C. natives like Dave Chappelle and Taraji P. Henson.
 
On the apparel side, the concept store will showcase the brand’s signature graphic T-shirts along with jackets and bags. The concept store will also regularly release exclusive designs, such as Diet Starts Monday-branded Nike AF1 lows. The D.C. store will also sell raffle tickets for the exclusive designs, which are promoted on the brand’s social media pages.

Sneaker designer John Geiger and Premium clothing co-founder Davin Gentry founded Diet Starts Monday as an experimental streetwear brand in 2017. The two industry veterans contemplated making a capsule collection before deciding to do something more permanent. They have largely eschewed the traditional press releases and trade shows to promote the brand, experimenting with other forms of promotion. The two say the brand has allowed them to create projects that wouldn’t fit under their other more traditional labels.