Hai to open pop-up in London's Shoreditch

By

Nigel TAYLOR

Published
Mar 23, 2023

London-based womenswear label Hai opens its first UK pop-up shop in the heart of Shoreditch. The London-based clothing and accessories brand Hai is to open a six-week pop-up store on Shoreditch’s Calvert Avenue. It opens 22 April until Wednesday 31 May.

Exploring the possibilities of silk and the brand DNA across clothing, footwear and jewellery, the store will stock the SS23 collection including ready-to-wear, bags, shoes and accessories, alongside the brand’s signature pieces and yet-to-be-announced exclusive collaborations.

The opening of the London store “will renew the brand’s focus on its home market”. This follows the success of its first standalone store in Seoul, South Korea, which opened its doors in 2021, and its New York City pop-up store, which ran from November-December last year.

Founder and Creative Director Tessa Vermeulen said the London temporary store opening is “a huge moment for us as a brand… we’re always so inspired by how [our customers] wear our pieces and really make them their own”.

Pop-ups continue to be an important part of fashion retail to test-market brands and concepts before committing to opening an established store. They also help property landlords to fill out retail spaces that would otherwise remain empty.