Pop-Up Now Store Concept in Düsseldorf

The “Pop-Up Now” store concept, presented by Grey an advertising agency, brought together interesting new fashion brands, street food stalls and cool music in Düsseldorf. I enjoyed the fact that it was possible to meet the people behind the brands and to find out what inspired their thinking.

I was impressed by AMOV a Danish fashion brand founded in 2015 with a sustainable philosophy. The name was inspired by Einstein: “Try not to become a man of success, but rather try to become a man of value,” said founder Kasper Hilligsøe Eis. According to the company’s website: “AMOV aims to become a pioneer of change in the fashion industry. AMOV combines organic, responsible and sustainable materials, a new recycling system and ambitious ‘giving back’ principles in a unique concept.”

The other brand that impressed me was BRACENET, a company with an ecological mission: “Save the Seas. Wear a Net.” BRACENET is a bracelet brand made out of fishing nets. The fishing nets are made into bracelets with 10% of sales proceeds going to partner organization Healthy Seas. Together with Healthy Seas, the team at BRACENET retrieves the fishing nets from the depth of oceans and seas, helping protect fish that otherwise may get trapped in fishing nets. BRACENET aims to make a difference by raising awareness of the issue and taking action by helping save the seas.