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Pop up shops have been another means to stream in revenue for some artists and the latest person to join the bandwagon pop-up club is Justin Bieber, who took over the VFiles space on Mercer Street with his Purpose tour merch, collaborating with the label on a series of exclusive items.
The line up people ready to buy the pieces were enccouraging and the first person to line up was an adult man who has also been number one at Ye’s The Life of Pablo pop-up—“I’m here to make money,” he told Vogue.com of his aftermarket ambitions at the time—most of the Beliebers waiting for a chance to shop were teen and 20-something girls looking to get their hands on a slice of Justin, or at least a tee with his visage on it.
Inside the space were racks of mostly neutral merchandise with bold, metal-inspired graphics. Jerry Lorenzo, the Purpose tour merch designer and Fear of God founder, was inside the shop, mingling with fans and thumbing the racks. “[The pop-ups are] a way for the artist to take that experience from the show and provide it to some other kids that possibly couldn’t get tickets to the show or weren’t able to make the show in certain cities,” Lorenzo told Vogue.com. “It’s just another touch point for the artist. It’s another place for the fans to come and congregate and talk and vibe. It’s just proven to be really successful. It was a model that, with what we’re doing with Justin, we felt like was necessary to follow.”
From the looks of the lines, the shop will prove to be successful for Bieber, too. When Vogue.com toured the interior, fans were piling hoodies and long-sleeve tees onto their arms in droves. Among the most popular styles were a black long-sleeve tee with Bieber’s face on the back, a beige-y T-shirt with “My Mama Don’t Like You” written down the back, and the electric yellow hoodie made in collaboration with VFiles that reads “Security” on the front. In other words more money for bieber.
Some lucky girls got to meet Bieber in the flesh when he visited the store yesterday to pick out his favorite pieces from the line, the “Mama” tee and “Security” hoodie. You never know, maybe he’ll be back again today, and if not, Lorenzo promises another pop-up during Bieber’s Toronto tour stop.