Tremaine Emory has announced the opening of a New York City flagship store for his brand, Denim Tears, only a few days after he departed Supreme. The news arrives after announcing a third Denim Tears x Levi’s collaboration. Emory’s retail ambitions will receive a soft launch during a pop-up event on September 9 at 176 Spring Street in NYC’s SoHo neighbourhood. Prices for the collaboration range from $50 USD to $900 USD.
The store space used for the activation will soon be a full-time home for Denim Tears, with the location playing an important role in New York streetwear, previously housing Stüssy and later a Union outpost (which Supreme founder James Jebbia used to manage). Emory recalls the time he spent hanging out around the store, telling GQ it was a “full circle moment.”
The Denim Tears x Levi’s collaboration includes leather reworks of the iconic Type 3 Jacket and 501 jeans. The collection is inspired by Black biker culture, which Emory is fascinated with, and features western denim shirts, hats, belts and graphic tees.
Tremaine Emory founded Denim Tears in September 2020, producing apparel with a meaning far beyond the clothes, focusing on issues of racism in America. As well as Levi’s, the brand has collaborated with Converse, UGG, Champion, ASICS, Dior, Stüssy and Our Legacy, allowing Emory to further his creative reach. Each Denim Tears collection is designed to tell a story, revealing what Emory calls the African Diaspora.
The third instalment of the Denim Tears and Levi’s collaboration launches online on September 12. And be sure to head to 176 Spring Street if you’re about this New York Fashion Week.
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