Malmö’s Meadow Pitches Up In Manhattan For Four Days In May
Pioneering Swedish Retailer Partners With 3sixteen In A Bold Next Step
Sweden has its fair share of adventurers. Take Göran Kropp, for example. Not only did ascent Mount Everest alone and without bottled oxygen or Sherpa support, he even biked alone to Nepal from Sweden and back. That’s pretty hard core.
Rather less of a trek and certainly less perilous, menswear store Meadow of Malmö are now set to embark on an adventure of their own by taking their concept from Sweden third largest city and landing it smack bang in the heart of New York City’s Lower East Side. And, for the store who opened the doors to their 100m2 space as recently as 2008, this is quite a leap. Their three-day pop-up on 162 Allen Street, will be open May 18th through the 21st with a party on the 19th.
Founding partner of Meadow, Peter Hilmersson, explained to us with characteristic Scandinavian understatement and quiet confidence.
This is our first pop-up venture. The reason for us to do it is to show our concept to another city to see what kind of response we get. Even though we love Malmö, it’s fun to get to see other cities once in a while. We chose NYC because we have been there a couple of times in recent years.
We have been doing most of our buying there and we’ve always loved the city. After a meeting with our friends at 3sixteen we decided to work together and do a pop-up. That means that 3sixteen will host us in their showroom on 162 Allen Street. They have also helped us a lot to make this possible. The space is located in Lower East side on in a nice, cosy place with big windows. All-in-all, it’s a great place to show our stuff.
As I mentioned, we are working with 3sixteen. Besides partnering up with them with the location we also did a special jean together. 24 pairs of their double black selvage in a tapered fit. We’ve also done two pair of boots together with Viberg and a baseball-inspired work shirt with Danish brand, Wrenchmonkees. All these articles will launch exclusive to the pop-up store.
Can’t Make It To New York?
At the moment, Meadow stock some thirty brands in the store including 3sixteen, Indigofera, Blackdays, Tender, Orslow, Viberg, Our Legacy, Wrenchmonkees, North Sea Clothing, Rogue Territory, Norse Projects, Newman Eyewear and plenty more. So, anyone in southern Sweden or needing to find a reason to travel the majestic Øresund Bridge linking Malmö with the Danish capital, would do well to pay them a visit.
Even less adventurous types can, of course, also pay them a visit online.
The Essentials[row] [column size=’1/2′]
162 Allen Street
NY 10002, USA
Chapter & Verse
Östra Rönneholmsvägen 5
211 47 Malmö
Lead Image: Dennis Barlund Photography. To the left, Christopher Akesson, to the right Peter Hilmersson.