Dior unveils men's ski collection with SoHo pop-up

By

Gabriella Lacombe

Published
Nov 25, 2020

French fashion house Dior is celebrating the launch of its first men's ski capsule with a pop-up shop located in New York's SoHo neighborhood. 

Located at 109 Greene Street, the pop-up is home to the collection's range of ready-to-wear, skis, snowboards and accessories. The collection was designed by the brand's artistic director of men's collections, Kim Jones, in collaboration with special design partners Descente, a Japanese ski and sports clothing and accessories company; AK Ski, a high-grade Swiss ski company; and POC, a Swedish manufacturer of helmets, eyewear, body armor, apparel and accessories in snow sports and cycling.
 
The pop-up's interior design centers around the same colors of the collection—green, purple and yellow -- inspired by the northern lights. Special design features include a floor to ceiling installation of led mesh screens projecting illuminating patterns, brushed metal shelving, transparent rails with chrome detailing, and, of course, the Dior logo.

The temporary New York shop comes as part of a series of exclusive pop-up boutiques and pop-ins from Osaka to SoHo, the brand said. The SoHo pop up will run through January 3 of 2021. 

The ski collection is set to launch this month exclusively in select Dior stores worldwide.

In October, Dior parent company LVMH recorded revenue of 30.3 billion euros (over $36 billion USD) in the first nine months of 2020, down 21%. On an organic basis, the company said its revenue declined 21% compared to the same period in 2019.

The company further reported that Dior "showed remarkable momentum," with new products such as the Dior Bobby bag and the knitted Bar jacket, preforming particularly well.