Replay launches Sport Lab menswear pop-up in Selfridges
Available for three weeks only at the store, it’s the first of a worldwide series and takes its cues from “American urban culture ranging from the hip hop scenes of 90s New York to the surf and skate culture of LA’s Laguna Beach,” the company said.
Each design highlights “the perpetual process of cultural transformation by re-interpreting and combining denim, urban-wear, sport and streetwear.”
The 25-piece collection includes low-waisted joggers with cuffed ankles, Bermuda shorts, technical jackets, T-shirts, sweatshirts, regular-fit pants and fleece denim fabrics.
The company said the items use “cuts and stitching influenced by the sports world, such as heat-sealed zips, contrasting edges, drawstrings and taping.”
There’s also a range of accessories, including backpacks and carryalls and the whole offer comes in a muted colour range taking in matte black and light military green to indigo, off-white, grey and khaki.
It’s just the latest of a series of pop-up launches that have made Selfridges one of the most popular fashion destinations in London’s West End for those locals and tourists seeking product not widely available elsewhere in London (or even abroad).
And while many of those pop-ups are on the womenswear floor, the ground-floor Corner Shop has been a key part of the store shining the spotlight on menswear too.
The store’s recent upgrade works on the menswear floor, which saw it adding a new streetwear room and free-to-access skate bowl, means Selfridges is becoming a much more compelling destination for men’s casualwear shoppers, which makes the new Replay pop-up great timing.
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