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July 31 2014

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Nice Collective Sets Up Shop—Temporarily

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The San Francisco-based label Nice Collective has always preferred to fly under the fashion radar. But the Tuesday opening of its first retail store on SF’s highly visible main thoroughfare, Market Street, may change all that.

Dubbed the Mobile Supply Unit (MSU), the boutique is a pure distillation of the military-meets-post-apocalyptic concept of DJs-turned-designers Ian Hannula and Joe Haller. (This is the duo who, after all, used to stage runway shows overlooked by prying camera eyes, à la 12 Monkeys.) The ground is covered with military-standard portable flooring, and the space is furnished with surgical field lights, handheld paperless registers, suction cup signage, and featherweight Mylar mirrors, like those used on space missions. The result: The “store” can be reconfigured in hours, and relocated in just two days.

“We don’t plan on staying in one location longer than nine months,” Hannula told Style.com, while hanging the modular change booths made of recycled marine materials. “Part of the reason is that it is hard for us to pick a favorite city, a favorite demographic, a favorite neighborhood. The mobility feeds our craving for change.”

In-store, expect new collections, one-of-a-kind pieces reconfigured from military artifacts and uniforms, and the label’s justly famous soft-as-butter leather jackets and pants—the kind that won the likes of Chris Martin and Gavin Rossdale as fans. Archival pieces also will be reissued, and keep an eye out for limited editions designed for each MSU and live music sets from visiting musician friends.

Our intel says to expect some star power at the opening party Tuesday. The rest is classified information.

NICE Collective MSU opens Wednesday at 2111 Market St., San Francisco, www.nicecollective.com.



Photos: Courtesy of Nice Collective

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