Raf Simons and Sterling Ruby launch online pop-up

Simons and Sterling Ruby have teamed up with photographer Willy Vanderperre (who shoots all of his fellow Belgian’s campaigns) and Simons’s commercial director Charlotte Arts to launch a new online pop-up retail concept, titled IN THE NAME OF, which debuts Tuesday.

From now until September 1, each Monday will see a new group of curated pieces from the Raf Simons/Sterling Ruby collection go on sale for one week only. The first pieces online are a black denim workwear shirt (€270) and a pair of splatter print jeans (€490).

While temporary fashion store locations are an established trend in the world of luxury retail (Chanel is currently selling its Métiers d’Art collection at a pop-up in Aspen), the sort of ephemeral web-presence proposed by Simons and Sterling is rarer, especially with brands and e-commerce sites fighting hard to stake out their ground. This is one pop-up you won’t want to block!