Yoox holds summer pop-up in Montauk for its private label line

By

Roxanne Robinson

Published
Jul 14, 2022

Surf's up for 8 by Yoox. The trend-driven private label brand 8 by Yoox—from the online retailer Yoox launched in 2000—is bringing its summer must-haves in real life to Long Island's eastern edge for a pop-up at the Surf Lodge, the uber-happening hotel and beach club in Montauk.

Launching on July 13, the pop-up will be the first time shoppers can touch and try on the collection, which has been relegated to online only since its 2018 launch. The pop-up will feature beach party-ready exclusive styles from the Summer 2022 collection heavy on blues and of-the-moment lavender, perfect for surf and sun moments.

Additionally, the brand's collection of luxury environmentally conscious basics will also be on offer. Sales will be conducted through a dedicated online portal offering express shipping, thus, melding the physical and digital shopping experience. Prices range from $35 to $200. The pop-up will be open until July 18.

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To celebrate the arrival of 8 by Yoox, the Surf Lodge's Sunshine Sessions pool party will be taken over by the Yoox brand with New York City DJ Luka Tacon spinning from 1 to 4 p.m. The hotel is notorious for its summer music parties which feature DJ sets and live musical performances by reservation only.

The brand launched with the Fall/Winter 2018/2019 collection with a novel approach to designing
a collection based on data using AI. Collections are only conceived once the design team has reviewed content from social media and online magazines in leading markets. This knowledge, combined with predictive indicators for developing lifestyle and fashion trends, plus reviewing best sellers and customer feedback, drives what is created and produced.

Recently the brand launched a collaborative fashion project, 'Tales of Africa', with six African designers, which focused on traditional craft and craftsmanship such as indigo tie-dye, woven Kente, and Faso dan Fani cloth, and African embroidery techniques.

The 8 by Yoox pop-up may lay the groundwork for a bigger multi-brand pop-up from Yoox in September, though the exact date and details are yet to be confirmed. Sources say it will recreate Yoox's The Secret Room activation.