PH5 is trying to connect with its Latest York customer base with its first retail activation.

The knitwear brand designed by Zoe Champion and Wei Lin is opening its first Latest York City pop-up store at 168 Ludlow Street. The shop will likely be open starting Wednesday through June 27 from 11 a.m. to 7 p.m. 

The pop-up is supposed to have fun the five-year anniversary of PH5’s bestselling “wavy dress” — a knitted, asymmetrical dress the brand offers in virtually every color. Based on the designers, Latest York City can also be their biggest direct-to-consumer market, so that they desired to host the pop-up to attach with their customers. 

“It’s the five-year anniversary of the wavy, so we’re really pushing the wavy,” Champion said. “[The pop-up] is our first selling activation that we’ve done in Latest York, so it’s going to be very nice to fulfill our customers and the folks that have supported us in Latest York for therefore long.” 

The Latest York pop-up follows similar retail activations PH5 hosted in Shanghai and Dubai lately. The shop will highlight the brand’s wavy dress by offering the style in a big assortment of colours. Customers may shop from the brand’s recently launched pre-fall collection, the primary PH5 has produced in its nine years since launching. There may also be select summer pieces. 

PH5 can also be offering two promotions on the pop-up. On Friday, the brand is hosting a “Show Us Your Love” initiative where it’s offering customers who can show they own any PH5 item a one-time 20 percent off discount in store. 

Then on Monday and Tuesday, the brand is holding its first sample sale with styles from previous seasons that will likely be 50 percent or more off.