JackThreads Introduces Its New Brand with a Soho Pop-Up and 'Man Meditation'

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The formerly members-only menswear site JackThreads is making a public turn. The e-commerce brand that once focused on flash-sale operations of third-party merchandise has headed in a new direction and focusing on its first in-house collection, helmed by two former Gap execs. And one of its first steps toward taking over the market is to pop up at 43 Crosby Street — the capital of menswear, appropriately — for the next few weeks.

And the shop, which opens tomorrow, will offer customers more than just the chance to try on the new clothes (likely a Guideshop situation, where you place an order from an in-store iPad rather than walk out with a bag). Ambitiously dubbed by the brand as "‘a modern manifestation of a men's gathering space," it'll host events like a styling panel with JackThreads creative director Tony Kretten, a bagel brunch with Black Seed Bagels, a guided "man mediation" session, and a sub-making duel with "the masters of sandwich architecture" at MileEnd Deli and The Meat Hook.

Stay up on the brand's Facebook page to get details on these events and more, or head to Soho to check it all out for yourself; it's open everyday except Mondays from 11am to 8pm through November 12th.