coucou intimates’ nyc pop-up is such a good case study in cult brand building.
while waiting in line, you're handed strawberries and a coucou newspaper filled with spring reading recommendations and essays like bell hooks' “touching the earth.”
none of the clothes are meant to be taken off the racks. you place an order with someone carrying a tablet, and the pieces are brought to your fitting room in a woven basket.
every pop-up also has city-specific items and prints that only exist for that location.
while waiting for a fitting room, there are books by virginia woolf and joan didion on embroidered linen tablecloths to flip through, flower bookmarks to take home, and details that speak to a softer, romantic vision of femininity at every turn.
by checkout, you leave with a bag and two stems of pink peonies.
for a brand built around comfort and non-toxic natural materials like cotton, they're signaling a customer who values thoughtful living and slower forms of beauty.
hellish vertigo, nightmare levels of sound sensitivity, but we made it to the gate with enough time to grab coffee. downloaded pope leo’s encyclical to read (when i can look at that much text without nausea)
@goblinbanker not to reveal my level of On The Spectrum too much, but the first one is the trickle-down fast fashion version of a tank top from Y/Project spring/summer 2023. very typical psycho-cool glenn martens concept, unfortunately beaten to death by the trend cycle
@Jasper_Ranch@mensweear i think the distribution is a bit more like this, with “no preference” being on the ends and the majority of drinkers not giving a fuuuuuck
they included the wrong age in this (my submission was “happy birthday matt!”) but still. pretty epic… AND we won with a walk off homer in extra innings… Matt Grimm Is God’s Favorite
not to brag but i do think that the birthday gift i got for matt might be the coolest birthday gift i’ve given a partner since i was in high school and gifted my boyfriend a spear