Three, two, one: the cult collab hits the web as does Willy Vanderperre’s grunge-tastic promo vid

Raf Simons / Sterling Ruby online and on film
By Tempe Nakiska | Art | 16 July 2014

The Raf Simons / Sterling Ruby collection has been taken to a whole new level of hype with an innovative online retail concept and promo film launched this week.

Dubbed inthenameof.be, the dedicated web pop-up site was created in partnership with Willy Vanderperre (responsible for the accompanying film soundtracked by Belgian band Amenra) and Simons’ commercial director Charlotte Arts. The site will feature a new edit of curated items from the collection each week, available for one week only (though we’d be surprised if most pieces last the full seven days anyway). It’s a fast-paced strategy in line with the speedy youthful energy of the collaboration – probably most acute in the patched and bleach spattered pieces, a total DIY teen revival.

The website stays online until 1st September after which a club-like pop-up store in Antwerp, Belgium (Arts and Vanderperre are also based there) will open from 4th September, running on weekends only. The space will echo the original concept, fitted out with new décor, merchandise, DJs and live performances each week until close on 13th October.

If you don’t plan on being in Antwerp come September, keep the site bookmarked and your browser updated. This collection’s definitely not for the slow of click.

The Raf Simons / Sterling Ruby online store is now live and runs until 1st September with weekly updates every Monday. The physical store launches on 4th September and opens every weekend until 13th October at 16 Lange Gasthuisstraat, Antwerp, Belgium


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