The New England Patriots player announced in a Twitter video yesterday that he’ll be opening a pop-up shop on Newbury Street called JE11 this week. This isn’t Edelman’s first excursion into the fashion world. He became the face of the NFL men’s lifestyle collection in 2015. The storefront, located at 144 Newbury St., will be open from Thursday-Sunday, November 3-6. The first 50 people will receive a free Boston Edition snapback.
JE11 brand is typically sold online at julianedelman.com and features $59.99 JE11 emblazoned hoodies, along with $29.99 “Get Squirrely” t-shirts--a reference to a sideline request to his teammates not to let him “get squirrely”. Love it.
Edelman appears to be following in the footsteps of teammate Martellus Bennett, who hosted a pop-up shop on Newbury Street in June to promote a line of children’s books he authored. The pop-up shop site, know as a retail incubator, is owned by New York-based Jamestown Properties and will feature a new retailer every week into the holiday season. We can't wait to see ho they host next!
Keep doing what you're doing Edelman; #11 on the field but soon to be #1 in the fashion world. Way to devour the details of growing your brand!