Written by: Ariam Tessema
October 12th, 2025
New York Fashion Week, held semi-annually in undoubtedly one of the most iconic cities in the world, is the place to be for spectators, fashion columnists, celebrities, and of course emerging clothing brands and designers. Sequentially, EVERYTHING held its first solo pop up in the Big Apple last month. Here is an exclusive behind the scenes scoop on how the team pulled off this exciting feat.
In order to create an extension of the pop up experiences curated over the summer in The Bay, it was certain that the space in New York needed to be on the ground floor, have floor to ceiling windows allowing ample natural light, and an interior with an industrial energy. Location scouting began with weeks to spare assisted by peers in the city offering potential prospects too. New York is the place to be for creatives year round, but this specific week in September would see the streets teeming with others trying to guarantee spaces for their events too. Luckily, as happenstance and the event booking app, Peerspace, would have it, EVERYTHING had themselves a venue in the heart of fashion week just as the festivities were set to begin.
EVERYTHING wasn’t heading into completely uncharted waters with this East Coast visit. Rewind a year ago to NYFW 2024, EVERYTHING and Acctual held a collab pop up, serving as a valuable trial run and opportunity to test the waters. Now, fast forward a year, with stand alone pop ups of their own to show for, the turnout at the event was truly incredible. Strangers offering their time and passerbyes interrupting their day to immerse themselves in what the pop up had to offer them was a reassuring omen for the inaugural event. By the same token, many faces who stopped by had already heard of the brand through social media or word of mouth. In fact, customers returned multiple times with new friends in tow adding from all collections to their wardrobe each time. It was important, whether first timers or not, that everyone walked away having felt like they were immersed in the “EVERYTHING Experience” via visuals, sounds, quality of clothing, and atmosphere.
The template for EVERYTHING pop ups is tried and true at this moment in time. Spanning coasts and seasons, the brand has adapted and executed frameworks to warrant a cohesive, elevated experience that is delivered for all customers–in person and online. It goes without saying EVERYTHING the Brand extends its deep appreciation to all those who helped orchestrate its series of pop ups from volunteers to first timers, to those engaging with the posts on social media and beyond.
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