Gender-neutral brand I And Me will host a popup in London running June 29-July 2.
Located at Buckle Street Studios by Locke in Aldgate, the space gives consumers the opportunity to learn more about I And Me’s sustainable materials and processes and how the brand promotes garment care.
I And Me uses biodegradable natural fibers like cotton, hemp, linen, Tencel and wool throughout its gender-neutral collection of jeans, knitwear, T-shirts and outerwear. The brand offers consumers complimentary lifetime repairs on all I And Me garments.
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Through a partnership with Retraced, a platform that allows fashion brands to digitize and trace their supply chains, the brand includes QR codes on each garment that enables consumers to trace and track exactly where it is made. The information is also accessible on each product page online.
I and Me has hosted several popups since its first collection launch in 2016 and has had permanent studios in London where customers could shop the range. Popups have become an important way for I And Me founder and creative director Jessica Gebhart to communicate the brand’s values.
“Having an opportunity to be face to face with our customers is such a wonderful way to communicate our brand values and show the collection properly,” Gebhart said. “When customers can feel the beautiful fabrics that we work with and try on garments that they have seen online it is so beneficial to both parties. We love meeting old and new customers each time and building a relationship with them.”
Though having a standalone I And Me store is a “pipe dream,” Gebhart said it’s not easy in the current economic climate. The brand is planning other ways to connect to consumers and expand its footprint, however.
“We are planning on opening another studio in London this year so customers can come to our workspace and meet the team and try on the current collection,” Gebhart said.
