Thursday night, Washington Wizards point guard John Wall and R&B singer Raheem DeVaughn joined PREMIUM menswear fans for a launch party in advance of the brand’s pop-up shopping event. The event, sponsored by Asics, drew more than 500 fashion-focused Washingtonians at Union Market’s Maurice Electrical warehouse.
Additional high-profile guests included sneaker designer John Geiger, Dallas Cowboys player Mike McAdoo, D.C. rapper Chaz French and influencers Ashley Outrageous and Norma Now. Due to this weekend’s predicated inclement weather, the PREMIUM pop-up shop will actually be postponed… but will re-open Friday, January 29 and Saturday, January 30.
The collection features the brand’s signature collection of T-shirts, flannel button-down shirts, full zip hoodies, crewneck sweatshirts and trousers in a variety of high-quality fabrics — French terry, boucle, wool and denim — all in distinct, modern colorways.
In addition to shopping PREMIUM classics such as the Terry Tee and Boucle Lounge Pants, customers peruse a 15-piece collection exclusive to the pop-up, and immerse themselves in an artistic experience, designed by PREMIUM in partnership with D.C.’s No Kings Collective, featuring a laundromat-themed art installation with a unique social media component.
“We’re a D.C.-based brand, but our scope is global,” says Co-founder Davin Gentry. “We’re committed to keeping our base local while taking the PREMIUM message international. It’s our way of bringing a piece of D.C. wherever we go.”
PREMIUM is sold in 15 stores worldwide and is available online at www.shop-premium.com.
*NEW PREMIUM POP-UP HOURS OF OPERATION*:
Friday, January 29: 8pm-Midnight
Saturday, January 30: Noon-8pm
Saturday, January 30: Noon-8pm
*Photos credit Joy Asico
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