This holiday season, 2(x)ist is opening its first pop-up shop in New York City. The men’s lifestyle brand is donating all of the store’s proceeds to the American Red Cross in Greater New York to aid in Hurricane Sandy relief efforts. The company is hoping to raise awareness of the storm’s lasting effects through the holidays and giving back to its hometown.
Joey Harary, CEO of 2(x)ist’s parent company The Moret Group, said on the company website:
“We owe so much of our success to the city that built us. Our personal relationship with New York reminds us that while the Hurricane may be out of sight, it’s not out of mind nor are its effects any less real. We are devoted to continuing the relief efforts and bringing holiday cheer to those who need it most.”
The pop-up shop’s collection includes briefs, crew necks, trunks, and long underwear from their holiday collection and basic essentials lines, all at 25 percent off retail prices. Additionally, 2(x)ist will continue drops of their t-shirts, long underwear, and henleys to communities hit the hardest. The pop-up shop can be found at 1411 Broadway at 40th Street in Times Square and will be open through December 24th.