# Collaboration-Centric Fashion Pop-ups The Union Pop-Up is Part of Nordstrom’s New Concepts Project By Kalin Ned | Published 2019-07-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/union-popup References: [highsnobiety](https://www.highsnobiety.com/p/union-nordstrom-nyc-chris-gibbs/) & [shop.nordstrom](https://shop.nordstrom.com/content/mens-new-concepts) The latest Union pop-up spotlights collaborations in fashion between the Los Angeles-based streetwear brand and others. Simply dubbed '[Union & Company](https://www.trendhunter.com/trends/field-general),' the temporary activation finds home inside Nordstrom. The shop is a part of the retailer's dedication to unveiling the newest and greatest in menswear. The project is called 'New Concepts.' The Union pop-up calls attention to brands like Awake NY, BornxRaised, [Cactus Plant Flea Market](https://www.trendhunter.com/trends/cactus-plant-flea-market-1), Our Legends, No Vacancy Inn, [Reigning Champ](https://www.trendhunter.com/trends/reigning-champ-toronto), and more. The partnership is a first for the brand, as it has never entered a collaboration with another retailer before. Aside from the display of fashion-forward menswear pieces, the Union pop-up also boasted some educational content in the form of an intimate panel experience with Jian DeLeon — the editorial director of Highsbobiety New York. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 96% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Fashion:** Opportunities for brands to collaborate and create unique fashion collections. - **Pop-up Shops:** The rise of temporary retail spaces that offer exclusive experiences and limited edition products. - **Retailer Partnerships:** Exploring new partnerships between brands and retailers to attract a wider consumer base. ### Sectors Adopting This - **Fashion:** The fashion industry can leverage collaborations and pop-up shops to drive sales and create buzz. - **Retail:** Retailers can embrace the concept of pop-up shops to attract customers and test new markets. - **Media and Publishing:** Media companies can partner with fashion brands to curate content and create engaging experiences. ## Related on Trend Hunter - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Modern Denim Pop-Up Shops](https://www.trendhunter.com/trends/urban-outfitters-2.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Gen-Z-Targeted Retail Concepts](https://www.trendhunter.com/trends/on-rotation.md) - [Premium Athleticwear Pop-Ups](https://www.trendhunter.com/trends/reigning-champ-toronto.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [NYC-Based Apparel Stores](https://www.trendhunter.com/trends/aviator-nation.md) - [Immersive Intimate Brand Pop-Ups](https://www.trendhunter.com/trends/knix-popup.md)