# Fashion-Forward Grunge Apparel In Gold We Trust Launched a Pop-Up Shop at Paris Fashion Week By Grace Mahas | Published 2019-06-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/in-gold-we-trust References: [hypebeast](https://hypebeast.com/2019/6/in-gold-we-trust-paris-fashion-week-2019) & [ingoldwetrust-official](https://www.ingoldwetrust-official.com/) Paris Fashion Week is officially here, and In Gold We Trust has launched a [pop-up shop](https://www.trendhunter.com/trends/wynn-palace-macau-popup) to give consumers a sneak peek of its Spring/Summer 2020 collection. The international brand is Amsterdam-based and focuses on [unisex streetwear](https://www.trendhunter.com/trends/blackpink-x-paris-saintgermain) for adults and children. It was founded by brothers Eric and Victor Franzel. The collection includes joggers, jeans, pants, sweaters, puffer jackets, t-shirts, and scarves. In usual keeping, the apparel is all adorned with the brand's logo 'In Gold We Trust' in block text. The line takes a new approach to old-school streetwear with fashion-forward design elements. The collection includes unique silhouettes that revamp classic cuts in a variety of different washes. The pop-up event can be found at 130 [Rue de Turenne, Paris](https://www.trendhunter.com/trends/longchamp-x-constantin-riant) from June 18-23 ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 60% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Unisex Streetwear:** Opportunity to create inclusive and gender-neutral fashion lines that appeal to a diverse consumer base. - **Fashion-forward Design:** Opportunity to explore innovative design elements and reimagine classic cuts for a more modern and stylish appeal. - **Pop-up Shops:** Opportunity to create temporary retail spaces that offer exclusive access to new collections, generating excitement and a sense of urgency among consumers. ### Where This Applies - **Fashion Retail:** Disruptive innovation opportunities include incorporating unisex streetwear and fashion-forward design elements into existing retail offerings. - **Apparel Manufacturing:** Opportunity to explore unique and experimental silhouettes, as well as collaborate with designers to create fashion-forward collections. - **Event Planning:** Opportunity to organize pop-up shops and exclusive events to showcase new collections and engage with fashion-conscious consumers. ## Related on Trend Hunter - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Futuristic Fall-Centric Fashion](https://www.trendhunter.com/trends/origins-collection.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Market-Inspired Pop-Ups](https://www.trendhunter.com/trends/la-plaza-johanna-ortiz.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Personalization-Focused Retail Concepts](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md)