J.Hilburn Finds Their Man in Midtown with Second NYC Pop-Up

Season: Fall 2014

The world’s fastest-growing custom menswear brand, J.Hilburn, brought their made-to-measure value proposition to midtown Manhattan for fall 2014.

Goal: To introduce the brand to a new geographic area where they believe their core customer exists.

Lionesque: LG worked with the J.Hilburn team to secure the ideal location and create an environment whereby customers, new and existing, could literally walk into the story of the brand. A Shirt That Fits™ translated from the outside, in at the HATBOX space at the Refinery Hotel, and we worked with the team to secure strategic partners and produce an interactive calendar of events including signature whiskey tastings and denim nights.

Results: Foot traffic and sales conversions more than doubled from what we saw the year prior in the Soho pop-up location. Pop-Up partners included: Uber, J Brand Jeans, AG Jeans, DL 1961 Premium Denim, Blind Barber, Paul Evans Footwear, Balblair Whiskey, Balvenie Whiskey, Kings County Whiskey, Tap 357 and Perrier. And the activation garnered top tier business and fashion press including Market Makers on Bloomberg TV, Fox Business and Men’s Fitness.