Explore Men and Gender Fluid Brands at PROJECT New York's Pop-Up Store

PROJECT New York launched its first retail concept pop-up store in 2022, and continued it in 2023. Learn about PROJECT New York and Las Vegas here.


Jul. 14 2023, Updated 12:45 p.m. ET

It was back in 2022 when Informa Markets Fashion announced the launch of PROJECT New York’s new retail concept store.The event, titled “Art, Artists, and Artisans," a concept pop-up store presented by PROJECT New York, was curated by Maurizio Donadi, a veteran in the fashion industry. While the event initially only lasted for two days, it was extended to three in 2023, and will run from July 17-19.

If you're looking to splurge on contemporary pieces from men and gender fluid brands, PROJECT New York is being held at 14 West 24th Street next to Iron 23. For those of you not familiar with the event or merely want to know more about the brands offering premium to affordable prices on shoes, footwear, and accessories, keep reading because we've got the scoop on it all!

What is PROJECT New York?

PROJECT New York is "a curated presentation of men’s and gender fluid apparel, footwear, and accessories brands," as stated on Informa's website. It draws an "exclusive audience of key retailers, thought leaders, and influential voices in North America’s fashion capital"and "brings to life the intersection of community, culture, and fashion."

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Donadi said that PROJECT is committed to “redefining the trade experience" and his collaboration is meant to spark dialogue “intersecting creativity and responsible practices.”

“As retail has always been important to me, the opportunity to build this two-day pop-up is both an adventure and an energizing creative prompt,” Donadi said in the press release. “All good reasons to be a part of it.”

Edwina Kulego, the vice president of International & Men’s at Informa Markets Fashion, said that Donadi is widely recognized for his “inherent ability” to curate collections, and brings more than 40 years of experience to the industry.

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“Authenticity is key to delivering a space that genuinely illuminates the societal trends shaping the creative direction of the contemporary men’s and gender fluid categories, and we could not think of a more perfect person to bring the retail store to life than Maurizio Donadi, our new curator and latest addition to the Informa Markets Fashion family,” Kulego said in the press release.

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PROJECT New York's exclusive event allows guests to shop menswear and gender-neutral brands. Some of the brands that have already registered to showcase their items at the intimate event in 2023 include 7 for All Mankind, Inimigo, The Leisure Lab, Gilded Age, American Trench, Clean Showroom, Bread & Boxers, and Diadora. Kulego also explained that the event serves as a way to “discover up-and-coming brands and shop the available collections.”

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“We could not be more excited to introduce a unique retail concept that allows consumers an exclusive opportunity to take home a piece of history,” Kulego said in a 2022 press release.

At the time of this writing, registration remains open and can be completed on PROJECT New York’s website. The event is scheduled to run from 9 am to 6 pm on July 17-18, and 9 am to 4 pm on July 19.

PROJECT also hosts a show in Las Vegas.

The 2023 PROJECT show in Las Vegas will be held at the Las Vegas Convention Center, located at 3150 Paradise Road. It will run from Aug. 7, 2023, through Aug. 9. MAGIC, which will showcase women's brands, will happen in the West Hall. PROJECT + MAGIC, which features men's brands, will be held in the Central Hall. The SOURCING at MAGIC event will occur in the North Hall.

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While most are anxiously awaiting the arrival of the event, PROJECT's Instagram announcement is the icing on the cake. The company writes, after Day 1 of PROJECT Las Vegas, Ludacris will perform at the company's brand-new Industry Opening Night Party at Zouk Nightclub & Ayu Dayclub at Resorts World LV.

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