Member Since: 5/27/2016
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Barneys to sell purpose merch
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The pop-up resulted in the store’s best 48 hours of business ever.
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The interest of a newly rabid fashion fan base in what used to be dismissed as mere “merch” has not gone unnoticed by the fashion industry. Mr. Bieber is riding the wave of a boom in concert merchandise, and after seeing the more fashion-forward aesthetic of the Purpose merchandise, and the success of its pop-ups, Barneys New York will carry an exclusive Purpose capsule collection. It arrives July 16 at Barneys stores in New York, Beverly Hills, Calif., and San Francisco and online. It is the first time Barneys has carried a musician’s touring merchandise
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“It was a no-brainer for me,” said Jay Bell, a senior vice president at Barneys who oversees the men’s designer section. “It is the first time we’ve done it, but it felt right. It felt like something that would resonate with our customers, and that could sit seamlessly with the other brands we sell.”
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The Barneys capsule collection ranges from the expected T-shirts to jerseys and jeans, all the way to $1,675 leather jackets.
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Mr. Bieber is only the latest artist to nudge his merchandise into the realm of fashion. The godfather of the current phenomenon is Kanye West, the fashion-obsessed rapper who has toggled between fashion and music, trying out a high-end women’s collection at Paris Fashion Week before settling into the sportier Yeezy collection for men and women.
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