Come March, GQ will partner with Northern Grade–a U.S. made menswear pop-up market–on a collaboration shop in New York City featuring premium menswear brands. The venture comes after a strand of successful retail collaborations from the men’s publication owned by Condé Nast, and it could be the signal of more GQ retail opportunities in the future.
“We have broader ambitions than pop-up shops,” Chris Mitchell, GQ’s vice president and publisher, said of the effort to industry trade journal WWD. “This is all about giving us permissions to do something bigger, for a retail initiative.”
As of now, the magazine that counts LeBron James as its current coverstar has partnered with a score of other brands in the retail space. In September, Gap released the second annual Best New Menswear Designer collaboration featuring brands like Ernest Alexander and Bespoken. That effort was followed up by the opening of a fully-functioning GQ barbershop at Barclays Center in partnership with Fellow Barber. Athletes like Deron Williams and Luis Collazo turned up for the barbershop’s opening, and it should be open for the entire year. These two brick-and-mortar collaborations are in addition to GQ’s online collaborations with both Mr. Porter and Park & Bond.
Photo: Northern Grade
GQ‘s newest venture with Northern Grade begins on March 22. The magazine will pose as a sponsor and partner for Northern Grade’s Brooklyn-based market, and as usual they will focus on companies that manufacture in the USA. Brands like Haspel, Billy Reid, Noble Denim, and Taylor Stitch will all set up in the powerHouse Arena located in Brooklyn’s DUMBO neighborhood. Even ongoing GQ partner Fellow Barber will be a part of the fray.
The market, which focuses on men’s brands, will host a deejay and lounging area as well as a bar. GQ will also host a GQ Lounge.
The GQ x Northern Grade pop-up market will be open on March 22 and 23 from noon-7 PM.