DVF, Theory and Macy's CEOs Set to Launch Project Pop-Up

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Diane von Furstenberg, Theory CEO Andrew Rosen and Macy's CEO Terry Lundgren have a plan to bring even more pop-up shops into the city. "Project Pop-up" is the name of their game, and with it, they'll give budding retailers the opportunity to "compete to sell their clothing, jewelry, purses and shoes from pop-ups at prime locations across the city," DNAinfo reports.

The winning designers of the competition will be chosen by a group of industry experts, and in addition to selling their goods in the city's "prime locations," they'll also be appointed a mentor and will receive legal, accounting, tech, and marketing support. Perhaps the most interesting part about it all, though, is that the city's footing the bill. DNAinfo adds that the request "pledges up to $175,000 in city cash to get the concepts off the ground."
· City Launches Fashion Pop-Up Competition with DVF [DNAinfo]