All
you need to do to get your hands on the cool Obsessee swag is post to Snapchat,
Instagram or Facebook.
No
cash? No problem — Obsessee´s new IRL pop-up shop at The Grove only accepts
“social currency” (ie. Facebook, Instagram and Snapchat posts) in
exchange for its goodies, which include Keds, Old Navy denim jackets, vintage
tees, Swatch sunglasses and more donated items, as well as Obsessee branded
patches, pins and notebooks.
Open
Friday through Sunday (July 15 to 17), the social media-only brand´s first-ever
pop-up store is also one of the first of its kind — and a perfect fit for
young, aspiring influencers who may be strapped for cash, but rich in
followers. “These girls live and breathe social media,” Obsessee
editorial director Naomi Nevitt told Pret-a-Reporter of Gen Z, the brand´s
target audience. “They live their lives through these apps.”
Located
at The Grove´s pop-up space (adjacent to the fountain, directly in front of
Crate & Barrel), the store will allow fans to get a taste for Obsessee IRL,
and also serves as a test-run for future experiences. The team hinted at
possibly taking the concept to different cities, as well as experimenting with
more in-person meet-ups.
But
the pop-up at The Grove isn´t just about shopping. On Sunday from 1:30 to 4
p.m., customers can bring any denim piece to the shop for free customization
courtesy of Foxhole L.A. Distressing, patch application (the shop sells branded
patches as well as vintage varieties) and monogram embroidery will be
available.
Here,
a guide (and video!) to exactly how to shop the Obsessee experience:
1.
Choose your item:
Each
item in the store has a “price” which can be paid for via
“social currency” — a Snapchat post is the least valuable currency
while an Instagram or Facebook post are the most valuable. Larger items, such
as an Instax camera, cost three posts. Customers are limited to two Instagram
or Facebook posts.
2.
Upload your post:
The
photo customers choose to share don´t necessarily have to be of the product
itself. Feel free to share selfies from within the store, images of the cool
decor or snaps of friends. Just be sure to tag @Obsessee and the brand of the
piece purchased and add the hashtag, #IGotFreeStuf. Naturally, there are
branded Snapchat filters and geotags to add a little pizazz to your snaps.
3.
Show the post to an employee:
To
prove that you´ve posted, show your phone to one of two shop girls, who will
then write down the handles from which you´ve shared. (They´ll also check to
see that the post is appropriate.)
4.
Enjoy!
Once
you´ve been checked out, you´re all set!