How cool is this? Pop-up yarn store takes on Brooklyn for 3 months only
Designer Michele Wang brought us the cover sweater for spring knit.wear (on sale now!), and, starting in October, she'll be taking on a new knitting venture–a pop-up LYS called GAUGE + TENSION. This temporary business sets up shop inside a retail space in the trendy Greenpoint neighborhood of Brooklyn, New York, and will feature some beloved and rarely-retailed yarns, such as Quince & Co., Brooklyn Tweed, Tanis Fiber Arts, Hedgehog Fibres, Western Sky Knits, Jones & Vandermeer, and more. There will also be roving and patterns for sale. Operating on weekends only, the shop's dates and hours are as follows:
October 4-5, 11-12, 25-26
November 1-2, 8-9, 15-16, 22-23, 29-30
December 6-7, 13-14, 20-21
HOURS OF OPERATION
Saturdays: 11am – 7pm
Sundays: 12pm – 6pm
Check out the website for specific directions.
Michele chose to skip the weekend of the New York Fiber Festival, which occurs in Rhinebeck October 18 and 19. If you're planning to attend the fiber festival, why not make a longer trip of it and hit the city and GAUGE + TENSION the weekend before or after? That doesn't sound like a bad way to shift into autumn.
We've seen pop-up shops trending in other sectors of the retail market: for clothes, gadgets, short-term fashion lines within bigger department stores, et cetera. The one-season Halloween store is a longstanding example of the pop-up shop, but the concept has become a bit more hip in recent years, with companies like Comme des Garçons, Gucci, Kate Spade, and more grassroots business incubators trying out the model. In a smaller industry like yarn, especially at a time when we've seen more LYS's close shop, it's exciting to see innovators trying out new models–like the roaming Yarnover Truck in Southern California.
Could the pop-up idea work within permanent brick-and-mortar yarn shops? To some extent, we see this with yarn companies that choose a few stores to offer their wares exclusively–both Brooklyn Tweed and Quince and Co., typically direct-to-consumer online retailers, have flagship shops around the country. Harrisville Designs initially offered the yarn Watershed to only a few select stores. And perhaps traveling trunk shows could count as a kind of in-store pop-up. It's an interesting idea and there are probably many examples of curated, flash retail happening in our industry. Has your shop done something in this vein that excited you? We'd love to hear about it in the comments.
I'll leave you with this pretty: Michele sent us a sneak peek of some of the yarn for her pop-up shop–Tanis Fiber Arts Silver Label. Yarn lovers, prepare for Fall shopping to begin!