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Don't Call it a Pop Up: Rick Owens Opening DRKSHDW Ephemere

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The Rick Owens New York flagship. Image via <a href="http://www.rickowens.eu/">rickowens.eu</a>
The Rick Owens New York flagship. Image via rickowens.eu

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Rick Owens is opening a temporary space for his DRKSHDW line, but it's called an Ephemere because "it sounds more glamorous than saying a pop-up store," the designer told WWD. The shop, at 70-72 Wooster Street, will represent the first standalone location for the brand, which is a lower price extension of the Paris-based designer's main line. Operating dates are July 16th through October 26th.

The pop up Ephemere will be more welcoming than Owens' Hudson Street flagship, and not at all "evasive or very exclusive." Regarding the Wooster Street location choice, the designer said, "I thought we should bring our dog-and-pony show into where everybody is and be part of the city. I thought it would be a nice message." After the jump, three more choice quotes from the designer on subjects including color—or lack thereof—and the differences between the States and Europe.

On black: "I'm very much associated with black, and DRKSHDW is even blacker."

On style icons: "I always think of the Ramones and 'What would Joey wear? All of our generation has a little bit of the Ramones in them. There's something cheery, big and loud about the Ramones. It's very American, so simplistic and quite the opposite of Europe, which is more layered and more dense."

On New York City versus Europe: Five years have passed since Owens was last in New York City (his partners scouted the Ephemere location). "There are too many other places to go. But I do love New York. I was amazed at how angular and how muscular it looks. It just makes Europe look curly."
· Rick Owens' DRKSHDW Shops to Debut [WWD]

DRKSHDW Ephemere

70-72 Wooster Street, NY, NY