The Heroes Pop-Up Offers Small Brands Competing Against Big Names

By: Joey Haar - Apr 12, 2017
References: wwd
It takes a heroic effort to gain brand recognition in the fashion industry, and that's exactly the reasoning behind the name of GĂ©rald Cohen's Heroes pop-up store. The French fashion publicist opened the pop-up store to give local European brands a chance to sell their wares in an area that's typically dominated by the biggest luxury and fast fashion names in the industry.

The Heroes pop-up is located in the former Zadig & Voltaire headquarters. On Rue Saint-Roch in the heart of Paris' 1st arrondissement, the pop-up is surrounding by high-end shopping on all sides. Whereas the brands showcased in Heroes wouldn't normally get the chance to grace that district, the pop-up gives them a chance to do so.

Brands in the Heroes pop-up include Pyrates, a Swiss jogging line, and Ra+Re, a French raver-chic label.