Urban Decay is making news again, and it has less to do with another Naked Palette than you might think.
The brand partnered with The New Stand, a modern underground convenience store and app for those on the go.
In 2015, The New Stand won the Fashion Tech Forum’s Founders of the Future Challenge and received a $50,000 prize and six-week mentorship to launch their company.
The brand hasn’t slowed since and is collaborating with UD on a ‘pretail’ experience to launch Urban Decay’s new Basquiat Collection one week before its official release date at other traditional retailers. This includes Sephora, Ulta, Macy’s and Belk, which have the collection available in stores starting today.
The New Stand’s Union Square location was filled with campaign images featuring “Orange is The Black“ actress, Ruby Rose, in addition to the full Basquiat collection. The collection is inspired by graffiti artist Jean-Michel Basquiat, who was very popular for his Neo-Expressionist art around New York City in the 80’s.
The Union Station location only has 100 units of each item stocked with packaging that features Basquiat’s artwork.
“It really harkens back to Basquiat’s early graffiti days on the Lower East Side,” Tina Pozzi, vice president of global brand marketing at Urban Decay, told WWD. “It’s an homage to his downtown New York roots.”