The sustainable denim brand Dawn is opening a pop-up for the first time.
The brand, founded in 2015, is moving into the Graz department store Kastner & Öhler for its first temporary retail space, Dawn announced on Thursday.
The collaboration with Kastner & Öhler is part of the label’s expansion strategy as it wants to gain a foothold in stationary retail, particularly in Austria. Dawn strives to make sustainable brands more visible in-store and to support local sales amid the challenges of retail, according to the statement.
The temporary retail space will be located in the Graz department store from October 2nd to 28th. On the last weekend of the pop-up there will be an event with upcyling artist Serafina Spatt from Resi Slow Fashion. Customers can have a pair of Dawn jeans personalized and hand-embroidered.