TANNER FLETCHER ANNOUNCES ITS FIRST POP-UP
The Tanner Fletcher brand announces its first pop-up in collaboration with LES Collection, in New York's Soho district, from December 1 to 3, 2023!
The LES Collection store will showcase Tanner Fletcher's Fall 2023 looks in addition to displaying their collection of trinkets, a range of cushions, and much more. The space will also feature bespoke pieces made to order, as well as a rare selection of vintage objects for the home, vacation decorations and vintage clothing.
Lauren Sands, founder of LES Collection, describes the new SoHo space as an enchanting place designed for those in search of pleasure, offering an immersive experience and inspiring ambience.
"Our aim is to stimulate our customers' creativity, in our never-ending quest for diversity and exciting discoveries. Tanner Fletcher is an ideal partner in this endeavor. Their whimsical style blurs the boundaries between masculinity and femininity, opening up new horizons in fashion and self-expression. Their innovative approach challenges established norms, bringing a refreshingly unique twist to our shared exploration of individuality and style."
In this exclusive interview with WWD, Tanner Fletcher discusses the creation of his first pop-up store, exploring the link between home and fashion pieces, as well as the brand's inclusive ethos and much more.
WWD: What is Tanner Fletcher? How would you describe it to a consumer?
Tanner Richie and Fletcher Kasell: We describe Tanner Fletcher as a world. Basically, Tanner Fletcher is a creator of taste. We want to be a leader in defining new ways of doing taste as it relates to the home, wardrobe and inclusion. Tanner Fletcher is not just a brand that designs products, it sets an example for a new way of life.
We prioritize disruption, innovation and authenticity, integrating these values into every aspect of every product.
WWD: What prompted you to choose LES Collection for the pop-up?
T.R and F.K: "Timing and alignment certainly played a part here. Lauren Sands, the founder of LES Collection, pitched the idea to us, and the timing couldn't have been better. We'd always dreamed of organizing a Christmas market in the spirit of Tanner Fletcher's world, and we decided early on to launch the project on our website this season. After talking to Lauren, we thought that merging the worlds of Tanner Fletcher and LES Collection was a great idea. Although the universes are different, they complement each other nicely."
WWD: How do you see this opportunity to engage with customers in a physical setting and in a new way?
T.R and F.K: This will be Tanner Fletcher's first physical activation open to the public.
Tanner Fletcher is carrying out a physical activation open to the public. We mainly communicate with our customers through social media or email, so it will be refreshing to meet our customers in person and talk directly to them about the products and the mission behind the brand. A large part of Tanner Fletcher's long-term planning involves physical activity. As the brand grows, there will be more experiences like this until we open a store. It will be a kind of great experience to see the reaction to the brand directly on the streets of SoHo.
