Lots of Pop-Ups: Levi's Second in April, This Time at American Rag

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After opening its Warhol Factory x Levi's X Damien Hirst pop-up at Fred Segal Man earlier this month, Levi's launched its second pop-up last Friday at American Rag Cie's World Denim Bar on La Brea, which will run for two months. Per WWD (pictured right), from its NYC fashion show at the Gagosian Gallery, "Levi's dismantled parts of the installation, as well as the bench that fashion show guests, including Mary-Kate Olsen, sat on and integrated them into the 15-foot-by-15-foot pop-up store abutting Levi's regular shop-in-shop. Customers can browse $165 white jeans from Levi's Capital E label and $185 vintage 501s in the main shop-in-shop, before checking out the 40 Warhol-Hirst pieces for men and women..." The fashion trade also notes the cost-effectiveness of the pop-up phenomenon when retail is struggling, "Indeed, pop-up stores are a trend as companies look at retail in a different way, particularly in a slowing economy when long-term leases, geographical limitations and overhead are costly." But as pop-ups continue to proliferate—another day, another pop-up—how long before shoppers' interest wains?
· Levi's Pops Up at American Rag [WWD, subscription req]
· Warhol Factory x Levi's x Damien Hirst Pop-Up Shop Opens [Racked]