Pop rocks: New sub-label goes guerrilla

London – From the brand that pioneered the pop-up store comes a new strategy for capturing consumption in a moment – the pop-up brand. Japanese fashion house Comme des Garçons, famed for its temporary guerrilla stores, has added a new label to its growing roster – a collection that will not be available for more than 18 months. BLACK, the pop-up label, launches today in concept stores Dover Street Market in London and Colette in Paris, coinciding with the fashion house’s 40th anniversary.

The collection – whose items will only be available in the colour black – will pop up around the world in existing stores, as well as in its own guerrilla retail spaces. Keeping things fresh, new items will be sold in the temporary retail spaces every two to three months.

As pop-up stores become ubiquitous, pop-up labels are the next step in temporary retail that enable customers to be in the moment. Catch it while you can.