New York lifestyle brand Brunch, which creates hotel-inspired slippers, has returned to its city roots to open a pop-up store in SoHo, located at 120 Prince Street in SoHo. Following a Sept. 22 soft opening, the team will welcome customers to an event called “A Journey to Nowhere,” held at the store on Sunday, Oct. 6 from 2-5 p.m.
The event which will feature a BonBon candy refreshment station, hot chocolate and live music.
Among several slipper options, Brunch recently released its fall line which features a variety of autumnal hues; in terms of a brick-and-mortar presence, the brand most recently opened a pop-up in Amagansett Square in the Hamptons for the summer of 2024.
FN interviewed Brunch co-founders Joshua and Daniel Sitt via email to discuss the brand’s latest SoHo pop-up and what the team is working on next. Joshua Sitt spoke to the significance of returning to New York City and connecting with the local community there.
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“For us, the main goal of any store is to bring people together and immerse them in experiences that evoke the ultimate sense of leisure. This pop-up particularly strikes close to the heart — NYC is our hometown, SoHo is where I’ve lived for the last 7 years, so opening a store in this neighborhood means being able to engage with our closest friends, family and brand supporters since we launched Brunch back in 2020.”
Sitt continued, “Beyond that, our closest collaborators and brand partners are based in NY and provide us with a great opportunity to localize the Brunch experience. We grew up going to Lucali’s, Jack’s Wife Freda, L’Appartement 4F — NY institutions that have prided themselves on delivering a good product and better service. Now, the chance to partner with them feels deeply personal. Brunch has always prided itself on its ability to forge this authentic connection in all of its brand expressions.”
Daniel Sitt detailed the thought process and inspiration behind the design of the pop-up, which features a great deal of exposed wood.
He told FN, “Mirroring our brand ethos, our stores are designed to deliver that ‘vacation state of mind’ where leisure reigns supreme. Designed as a cozy and luxurious retreat, Brunch SoHo evokes the warmth and comfort of a mountain chalet while maintaining a chic and contemporary aesthetic.”
Sitt continued, “The color palette was carefully chosen to reflect our signature style. Rich hues like forest green and espresso brown create a sense of intimacy and sophistication, while natural elements like exposed wood add a touch of warmth and authenticity. A physical manifestation of Brunch and all that it stands for, this space invites customers – old and new – to discover the world of Brunch.”
As for what customers can expect next from Brunch, Daniel Sitt said, “Our upcoming collection will continue to build upon our core lines offering fresh and exciting interpretations for the season. For Winter, you can expect to see our classic styles reimagined with luxurious fabrics like suede and shearling. We will also have a series of hotel partnerships in new markets such as LA. These partnerships will allow us to introduce the brand to new audiences through unique product.”
Joshua Sitt said, “As we look closer to the holidays, we’ll release limited-edition product such as a cashmere silhouette. Beyond footwear, we will continue to innovate across our apparel and lifestyle items to solidify Brunch as the gift-giving destination. This holiday season we will also be launching a gift bundle centered on one-of-a-kind experiences.”
