Apparel | Thursday, March 27, 2008

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SUPIMA IN THE NEWS: Elle.com

By CeCe Shelburne

NEW YORK — The Supima pop-up store, which opened here in SoHo on March 14, made the fashion news again when Elle.com ran a feature on the store, Supima’s surprise cotton field promotion, and the gorgeous magalog produced to promote the pop-up. Here’s some of what they had to say:

THE COTTON CLUB

Soft T-shirts and dream-inducing linens may not inspire passion in jaded New Yorkers, but a one-acre cotton field, trucked up from North Carolina and plunked down on a SoHo street corner, is guaranteed to turn a few heads. That was the thought process behind Supima’s (the “cashmere of cottons”) stunt to draw attention to their new pop-up retail venture, open through April 13. The store features pieces from 15 designers (including AG Adriano Goldschmied, Three Dots, and Sharon Segal, daughter of Fred) rendered exclusively in super-soft Pima cotton. Each designer is offering 8 to 10 pieces from their own collections, as well as an exclusive to the Supima pop-up. Shoppers can also indulge in cocktails while they browse, pick up free CDs, and attend a series of free events throughout the shop’s tenure (next up: a paint-your-own-T-shirt night on Wednesday, April 2). Warm and fuzzy feeling included, no extra charge.

To read more: www.elle.com/fashionreport/13792/supima-pop-up-store.html