The Frankfurt streetwear brand 6PM, in which the Hamburg online retailer About You has a stake, is opening several pop-up areas in Germany and Austria.
6PM is coming to six different cities in May and June, the brand announced in an Instagram post last week. The start is in the German capital, then it’s on to Hamburg, Düsseldorf, Munich and Vienna, and finally it’s back to the Hessian homeland. Between May 6 and June 10, the brand will only be there one day between 12 p.m. and 6 p.m. in each city. Then there should be a party after the pop-ups. The exact locations in the cities are not yet known.
With this concept, like with its limited drops, which appear about six times a year, the brand is relying on quick reactions from the young target group, which is keen to buy such limited-time pieces.
The run on the stationary range could already be seen last year when 6PM organized pop-ups in Frankfurt, Hamburg and Berlin together with About You. Long queues formed even before the opening of the areas. In total, more than 3,000 customers took part.
6PM was founded in 2017 by Achraf Bouzalim. She particularly relies on the temporary collections that are available in drops. The brand also sells its basic ‘6PM+’ line via its own online shop and via About You. The basics cost between 15 euros for a two-pack of socks and 84 euros for a hoodie. About You has held a stake in the brand since December 2021.