Launches & Releases: 15 Minutes with Alternative Apparel and Matt Sohl at Fred Segal Flair

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More collabing. This one launching at Fred Segal in Santa Monica tomorrow involves Alternative Apparel, artist Matt Sohl, and Fred Segal Flair. The gist is a shop-in-shop, featuring Alternative Apparel's 'Candy Dandy' fall collection and a Matt Sohl exhibit, replete with "hand-painted designs [which] will be numbered and signed, and available exclusively at the store and online at Alternative’s website while supplies last," per the release.

Fred Segal Flair is calling this a new "retail concept" and not a pop-up shop. Creative Director John Moore differentiates it thusly: “This experience is not a pop-up store, but rather a show or destination to awaken the senses. It’s a brand’s custom play list; their favorite art; the statement they make." It seems folks are trying to get away from the "pop-up" term because it's become so ubiquitous. The difference we can glean with 15 Minutes is that it will be an ongoing rotation of collabs such as this one. This installation continues through Tuesday, September 30 with merch ranging from $30-$60. [RackedWire]