All Kanye had to do was dispatch one tweet. Just one measly tweet with the What ("PABLO POP-UP SHOP"), the When ("MARCH 18-20 FRI 4-8 PM SAT SUN 12-8 PM") and the Where ("83 WOOSTER IN NYC") and fans showed up in droves despite having no idea what merchandise would be on the shelves or what the price point would be.
If you don't have hours to wait or money to blow on planes, trains, and busses to travel out just to wait in line to get in -- not even to shop, to get in -- here's what lies behind the doors to the Pablo pop-up shop.
Upon entering, you're greeted to your right by a minimalist display: one royal blue hoodie and one Pablo-printed denim jacket hanging from copper hangers on a discreet copper rack. It's indicative of the rest of the shop experience -- graphic, simple, and with a slightly DIY feel.
Much of the merch we've seen before. The Pablo lyrics. The maroon and royal blue with the red-orange gothic font. The Caramel Bobby treatment. But a lot of it was brand new.
On top of the t-shirts ($45), hoodies ($95), beanies ($35) and hats ($40) we saw at the Yeezy Season 3 show -- yes, that Donda shirt is there -- the Pablo pop-up is stocked with so much covetable outerwear. Kanye and the unseen creative hand of the DONDA collective filled racks with iridescent bomber jackets ($350), lightweight coach jackets ($110), and the coolest additions of them all: repurposed denim jackets ($400).
At the Pablo pop-up, no two denim jackets are exactly alike. Sourced secondhand, some are printed with "Pablo" in all caps and some feature a screenprint created from Kanye's own studio notepad.
Those hitting up the store were limited purchasing to two items per style, but that didn't stop anyone from copping as much as they possibly could as many customers left the store with multiple bags of merch.
Will the store only last the weekend? Will it travel around the country? Around the world? Will it be connected to a tour like the Yeezus pop-up shops were? Only time will tell.