Athleisure for Men Has Temporarily Landed in Soho

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.

It may only be October, but the holiday pop-up shops are already popping up. The latest one to land is two-year-old activewear label Rhone, which has set up shop at 292 Lafayette Street through January 15th. The brand bills itself kind of as a guy's take on the female-dominated athleisure market, with apparel and accessories "built to stand up to the rigors of daily life, the demands of the gym, and everything in between."

Replacing longstanding boutique Bess at this address, Rhone plans to use its first brick-and-mortar space as a laboratory to test out new product before it goes online and get immediate customer feedback. Shoppers will be rewarded for their participation with fun extras like a hot shave from on-demand grooming service Shortcut.

And while it's all about men's fashion right now, women get a piece of the action on November 20th when fancy activewear label Alala — think flattering leggings you'll wear outside of the gym and plenty of mesh cutouts — arrives with holiday merchandise and an exclusive capsule collection.