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24 Sep

Harry’s Brings the Wild West to Recent York for

Harry’s Brings the Wild West to Recent York for

Harry’s is bringing the Wild West to Recent York.

The boys’s grooming brand will host a “Harry’s Motel” pop-up in Little Italy at 345 Broome Street this weekend to fete its recent $125 travel kit collaboration with artist Matt McCormick.

Like much of McCormick’s previous work, his limited-edition Harry’s kit features motifs of the American West. The set features a raw leather bag, which is embossed with cowboy imagery and comprises a custom, brass-handle razor — inspired by classic safety razors — a miniature shave gel, body wash, face lotion and hair putty.

Harry’s x Matt McCormick Travel Kit

courtesy

“Once we talked concerning the inspirations behind [McCormick’s] artwork, the common thread was travel,” said John Stark, head of partnerships at Harry’s. “We all know from our consumer insights that our consumer likes to travel lots — more so take journeys — which lended itself nicely to what Matt was trying to accomplish, what his art portrays, and a product that may deliver on that front.”

On the Western-inspired “motel,” which is open from 12 p.m. to 7 p.m. Friday and 11 a.m. to five p.m. Saturday, visitors can take home free branded merchandise and residential zines depicting past artwork by Los Angeles-based McCormick and, in true motel fashion, grab free coffee.

“The concept was to be certain we had enough product to appeal to everybody,” said Stark, adding that McCormick’s latest book, “American Fireworks,” may also be available for purchase for $65 in limited quantities.

Harry's x Matt McCormick Travel Kit campaign, shot in the Mojave Desert, California.

Harry’s x Matt McCormick Travel Kit campaign, shot within the Mojave Desert, Calif.

courtesy

“Harry’s has been deeply rooted in design, and the humanities on the whole, since our inception,” said Marina Cashdan, head of creative and communications on the brand.

The partnership with McCormick marks the fourth installment of the brand’s ongoing Mammoth Series, which kicked off in 2022 and has included drops with mural artist Kevin Lyons and artist materials brand, Krink.

“I feel that there’s a glad medium between not over-inundating consumers, but in addition still delivering, from a requirement standpoint,” said Stark, noting these projects resonate particularly with longstanding consumers of the brand, which was founded in 2012 by Andy Katz-Mayfield and Jeff Raider. “Something that’s rooted in design and leverages that creative — it resonates with people.”

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