In the past couple of years, we have seen few TV networks take better advantage of a fashion collaboration than USA has to sell its programming to the public —particularly the New York public. Just a few years ago, it had hundreds of eager folks lined up through Rockefeller Center's Channel Gardens for a free Thomas Pink shirt to promote its his series "White Collar". The next season USA teamed up with Brooks Brothers and Gilt for a similar online freebie, and now the network has moved on to its latest hit, "Suits" with a Meatpacking District Pop-up Shop in conjunction with online retailer Mr. Porter and Vanity Fair.
Perhaps its just the combination of tall, well dressed leading men starring in a roster of shows named after clothes that makes these promotions almost too obvious, but what they express in on-the-nose-ness, they make up for in execution. Sadly there have no big giveaways at the Suits & Style shop on Gansevoort Street, but Mr. Porter has stocked the store with accessories from brands like that coincidentally make excellent Fathers' Day gifts, along with appearing to have dropped from the prop and wardrobe trailers of the show's stars Gabriel Macht and Patrick J. Adams. Shoeshines and a little pampering from Men's treatment line Aesop are also on offer along with, of course, plenty of drinks. The real intrigue, however, is the series of touch-screen tables which allow the user to style up a few virtual outfits from Mr. Porter's stockrooms. Essentially, it's high-tech paper dolls, but don't tell that to the gentlemen who find themselves mesmerised by the tabletop toy.
Timed to coincide with last night's second season premiere of "Suits", the shop will close after this weekend, and if accessories, shoeshines and computer tables aren't enough of a lure, then at least stop by for a look at the Shelby Charger parked out front. If a supercool car can't get you down there, then we can't help you.
USA Network and Mr. Porter Suits & Style Pop Up Shop open through Sunday, June 17th at 72 Gansevoort Street between Washington & Greenwich Streets, Meatpacking District.
Today In Complimentary Items: How Long Would We Stand In Line For A Free Shirt? (10/22/2009)