A linking of cultures, styles and attitudes as boutiques from New York and London trade places

Thirty independent fashion and lifestyle brands from both cities will be available in pop-up stores in London’s Newburgh Quarter and Manhattan’s Lower East Side in an extended, transatlantic swap-shop. The like-minded areas have historically provided a birthplace for pioneering designers and a launch pad for emerging design talent

The pop-up stores which house the exchanged labels (and exchanged staff) are open during the month of October and include British brands Fred Perry and Hurwundeki. A number of events will also be taking place over the four weeks; including fashion shows, discounted shopping evenings, live music performances and street parties

Key Learning: Enhancing the power of global collectivity. Physically aligning like-minded areas and brands raises awareness and we become connected to something normally out of reach