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August 21 2014

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Raf Simons x Ruby Sterling is Coming to a Computer Screen New You

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A meeting of the minds, available for a limited time only. This coming Tuesday, Raf Simons and Sterling Ruby will launch inthenameof.be, a pop-up site carrying their much lauded Fall ‘15 menswear collaboration. Created in partnership with famed lensman Willy Vanderperre (whose promotional video for the launch makes its exclusive debut here) and Simons’ commercial director Charlotte Arts, the shop will offer a new selection of the bleach-spattered, expressionistic pieces each Monday. In keeping with the collection’s DIY pedigree (Ruby and Simons’ mutual roots in punk, and affections for various subcultures), the project is something of a happening unto itself, part e-commerce endeavor, part experiential brick and mortar spot. The latter promises a clubby space in Simons’ home of Antwerp (Arts and Vanderperre also reside there), open weekends only from September 4 through October 13, with a rotating cast of deejays and live performances. The locale will serve as a nod to youthful zeitgeists, and, as Vanderperre tells it, “ignite the spark of the city.” Whatever pieces are not sold on the website at the end of each week will be sent to the physical location (though we’d humbly submit that remainders will be few and far between). Shop swiftly–inthenameof.be comes down September 1.

Inthenameof.be launches Tuesday, July 15, and the shop at 16 Lange Gasthuisstraat, Antwerp, Belgium opens on Thursday, September 4.

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