The Country Road cycle-wear pop-up
I don’t think they’re actually calling it pop up… but Country Road are certainly ticking some of the pop-up boxes !
Iconic Australian fashion (and homewears) retailer Country Road has teamed up with the uber-cool guys at Tokyo Bike to launch their autumn/winter menswear collection… including casual wear suitable for cycling, working and socializing (no, not a range of lurid lycra vests and leggings…) !
The new Country Road collection includes stretchy-fabric chinos, puffer jackets and back packs – introducing stylish outfit options for city-cyclers who may feel more at home with the Toyko Bike philosophy… “we imagined people enjoying themselves, navigating the city on their bikes… focussed on comfort above speed, and lightness when pedalling to allow riders to forget that they are riding and simply enjoy the city air…”*
The Cycle Store concept has been installed in 2 Melbourne locations, displaying a range of Country Road’s streetwear alongside Toyko Bike paraphernalia… riding saddles, bike bells and helmets. The Country Road / Tokyo Bike Cycle Store is great application of two brands working together in classic pop-up style… launching something new, displaying complimentary products in a fresh and eye-catching installation (and cycling is perhaps an un-expected association with Country Road…), appealing to the same demographic (I’m only guessing that Toyko Bike riders might aspire to Country Road style… and why not ?) – all of which is obviously on offer for a limited time.
Where – Country Road stores, South Yarra and Chadstone
When – open now, into April
Source* : Tokyo Bike
Featured image : Country Road Cycle Shop – dmarge.com via Google Images
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