Cider debuts UK styling and retail pop-up experience in London for first time

Social-first fashion brand Cider is jumping aboard the pop-up bandwagon for just two days on July 14-15 in Shoreditch.

Located at 149 Shoreditch High Street, the first-ever pop-up styling suite for the three-year-old brand will kick off with an exclusive, invite-only preview so that press, influencers and VIPs can put together their festival edit with guests having the chance to try-on and take away festival look while also freshening up their nails at the in-store nail bar. 

Then, on 15 July, it will be open to the public offering Cider consumers “a chance to immerse themselves in the brand, in person for the very first time within the UK”. The full collection will also be available at via its shopcider.com webstore, along with some “interactive experiences taking them into the world of the Cider brand”.

The collections target a wide size range with sizes going from XXS to 4XL. 

The Los Angeles-based company was founded by by four friends “who wanted to build a fashion brand that celebrates happiness in the mundane” with the name linking to the drink as the label is meant to be “bubbly, sweet, and [have] just the right amount of sass”.

With Fenco Lin as co-founder and Chief Fashion Officer and Yu Oppel as co-founder and CMO, the community-focused label is also global-facing, digitally native and crucially, has a pre-order option that’s all about it “educating the customer on the possibility of a zero-inventory future”.

The company is known for its experiential approach to pop-ups and only last month hosted its first annual pasta-making class in New York with a large number of influencers in attendance.