Urban Outfitters and Levi’s Bike Shop
In celebration of the launch of its new Commuter range of clothing for urban cyclists, denim specialists Levi’s has teamed up with fashion retailer Urban Outfitters (which also sells the range) to launch The Bike Shop travelling pop-up.
The Bike Shop made its first stop at the Ace Hotel in New York in August and is set to travel all the way to Portland, Oregon, covering a distance of 10,000 miles and 23 different locations. As well as showcasing the Commuter range, an expert bike mechanic will be on hand to offer repairs, while a skilled tailor will customise garments – both free of charge.
Cleverly capitalising on consumer pastimes – it’s already established a series of workshops teaching creative pursuits from printmaking to photography – Levi’s is fast establishing itself as a brand in touch with creative consumers and the value of making community connections.
The Bike Shop supports the trend for Nomadic retail destinations (look out for our upcoming report, Brands on Tour, later this month), and the increased popularity of cycling and niche bike stores (see Bike Shop Boom).