Home Adidas product Eric Emanuel presents a new drop system to buy his shorts

Eric Emanuel presents a new drop system to buy his shorts

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“We don’t have shorts.

Respectfully signed with the brand’s “EE” logo, the light and relevant message has been affixed to the window of Eric Emanuel’s flagship store in New York at 91 Greene St. since July 9. For anyone who knows Eric Emanuel, this seems like a bit of a problem. The sportswear-inspired streetwear brand is known for its endless interpretations of mesh basketball shorts that arrive in styles ranging from solid orange to psychedelic floral prints every Friday afternoon. They sell out quickly the same day.

Eric Emanuel has only been open on the site since April 15, but since then he has attracted large numbers of hopeful customers. A stroll around the block, especially on Fridays, will bring you face to face with a line of impatient shoppers around the corner and many other successful store patrons carrying their pink “EE” brand bags. Some days, the commotion even caused the store to close early.

“It’s an incredible feeling [to see all of the shoppers coming to the store], but it’s a double-edged sword because it’s so awesome to see all this support, but there’s no way to make all of these people happy. We want to make as many people happy as possible, ”says Emanuel, who admits he expected customers, but the over-participation was unexpected. “We wanted to find a way to give people the experience I had visiting 91 Greene St. as a child.”

The current message is displayed on the window of the Eric Emanuel store located at 91 Greene St. in New York. (Image via Eric Emanuel / Kirtisha Dailey)

This level of popularity coupled with the scorching temperatures that have plagued the tri-state area in recent weeks has made Emanuel’s stylish mesh shorts the latest item to become a key part of the New York uniform. Given their current status in streetwear, demand is obviously high. As you might expect, not everyone who queues at 91 Greene St. leaves with a new pair of mesh shorts in their hands. Which brings us back to the message on the window. “We don’t have shorts. In an effort to better accommodate his growing clientele and even a bit of the rules of the game, Emanuel has implemented a new reservation system that will be used to handle in-store drops of his new shorts in the future.

“There are enough shorts for anyone who gets a reservation,” Emanuel told Complex. “So we just put it in place so that everyone can have a great experience. “

The reservation process kicked off at 7 p.m. on July 14 through a special website aptly titled 91GreeneSt.com. Upon entering the site, customers will fill in general information (name, address and email) before submitting their form. The winning entries (one per client) will be selected at random from the total number of submissions. Then, winners are emailed a time slot they will be allowed to purchase store inventory on Friday. Don’t worry if you have an hour later. Only one shorts per customer. A valid ID corresponding to the name and address provided on the website must also be presented. Some of the highlights this week include fluorescent orange shorts in collaboration with Emanuel’s good friends New York Sunshine, a Yankees dressed in traditional Mets colors, and a trio of options sporting a multi-colored wave pattern at the level. leg openings.

“Success would be an understatement; the request was in line with our expectations, but the completeness and accuracy of the site is greater than I could have hoped for, ”Emanuel says of the first online registration process. He notes that there were over 8,000 registrations during the three-hour window vying for the 300 available shopping slots. In the future, the site indicates that the reservation will take place from Monday to Wednesday. “[The reservation site] took a month to build, but a month was worth it.

Eric Emanuel Reservation
The reservation form found on 91greenest.com. (Image via Eric Emanuel)

To better accommodate local customers, the reservation system is currently only eligible in a handful of states on the East Coast (Connecticut, Massachusetts, Maryland, North Carolina, New Jersey, New York, Pennsylvania, Rhode Island, Carolina South, Virginia). This isn’t the only way to get a pair of shorts in store now. During the remainder of the week, the store will be running regularly, and there will always be canceled bot orders from the online store or inventory in stock that will continue to occasionally flow onto the shelves.

While Emanuel hopes the new system will ease the short-term in-person shopping process, he says it won’t apply to his online store at this time. It has its own set of barriers in place to try and provide the fairest shopping experience. Some drops in the past have required shoppers to answer a special question, for example, to successfully add an item to their cart.

Despite the setbacks that resulted from some of the big lineups, Emanuel says having a brick and mortar location has been a great experience so far. It also brought energy to the block that was lacking since the Bape store that once occupied the same address held live concerts in the street. Emanuel says having a store made him realize how receptive people are to the brand’s other products, such as three packs of white t-shirts, household items like leather coasters and tracksuits. , to name a few.

Eric Emanuel NYC Concept Store 1
Inside Eric Emanuel’s flagship store in New York City at 91 Greene St. (Image via Eric Emanuel)

“The best thing I realized having this store is that people are there for more than shorts. The t-shirts were a hit, the sweatpants, even the home accessories, ”Emanuel explains. “Everything is selling well. I understand shorts are the main attraction, but there is so much more, and I’m happy to see people actually gravitate towards it.

While he says he has increased the number of productions to help meet the growing desire for his short films, Emanuel has no plans to outsource his production in the future. One of the things he’s proud of is the fact that his items are currently all produced in the Garment District of New York. “I love New York,” he says. “The team I work with [in the Garment District] it’s like family. I would not take the production elsewhere. He also does not intend to wholesale the brand. Instead, he’s used collaborations that align with the brand’s sportswear ethos to get his brand into more doors across the country. The work with Adidas in April inspired by the McDonald’s All-American Game, an annual high school basketball showcase, is a recent example. Next month, it will launch its latest MLB x New Era collection. He’s also teased a collection of New Era outfits in all the colors of the rainbow lately on social media. A project with Adidas focused on NCAA basketball is on the horizon for this fall. Emanuel is busy.

Short Eric Emanuel
Some of the new shorts colourways released by Eric Emanuel this Friday. (Image via Eric Emanuel)

The designer mesh shorts certainly have a moment to say the least. As with many popular items, the success of EE brand shorts has led a handful of other brands to create their own similar variations. The designer says he understands that this is all part of the game. He just hopes it translates into some unique competition in the future.

“As with any great, successful product, people will go out and try to get their piece of the pie. I’m not mad at it. Mesh shorts were around long before me. However, maybe try to run it a little differently? Some people approach it terribly; using the exact same skyline or cashmere; but they are missing two letters, EE, ”says Emanuel. “Besides the logo, we’re proud to be a New York-made product that offers jobs in the city I love. “

Rather, imitators will fuel Emanuel’s momentum to move forward.

“Competition is fun and necessary, so I can’t wait to see some unique versions of the mesh shorts. This is what will keep me going.



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