Nude Project lands in New York with a pop-up in SoHo

Madrid – Nude Project continues to show its ongoing commitment to the US, this time by opening a pop-up in New York's sophisticated SoHo neighbourhood. This marks the first physical point-of-sale the Spanish fashion brand is set to open in the Big Apple since it was founded in Barcelona in 2019 by entrepreneurial duo Alex Benlloch and Bruno Casanova.

A lot has certainly happened over the past seven years. Nude Project began its journey as a promising Spanish streetwear brand. It has since become the leading name among a new generation of fashion labels. These brands, sharing a similar aesthetic and targeting the same audience, have not only grown but also established themselves within the Spanish retail scene, both domestically and internationally. On the international stage, Nude Project has successfully led the internationalisation efforts for this group of emerging brands. It demonstrated its pioneering position by opening its first permanent international store outside of Spain in Milan in 2023.

For this internationalisation process, Nude Project has followed a carefully measured model, widely replicated by subsequent brands. This model involves opening experiential pop-up spaces to gauge the brand's potential appeal and interest among local audiences in key markets. The brand's management carefully curated a list of target countries. In mid-2025, coinciding with the opening of its first temporary store in the US in Miami's Design District, they noted that this new venture was supported by the US being its second-largest market, only behind Spain.

First pop-up in New York

With the clear intention of unlocking its full growth potential in the country, Nude Project made no secret of its plans to open a first permanent physical store in the US sooner rather than later, following that initial pop-up activation. This is a clear ambition for the brand's founders, who have continued to test potential locations for this first store, first with a pop-up in Miami and then, this past April, with a new pop-up in Los Angeles. From these two key locations in the US market, they now move to New York City, opening Nude Project's first pop-up in the city of skyscrapers; the third the brand will open in the US.

Regarding the details of this temporary activation, it comes at a particularly vibrant time in the Big Apple during the current end-of-summer 'rentrée'. Nude Project has announced that its New York pop-up will open its doors this coming Saturday, September 12, at 42 Greene Street in the exclusive SoHo neighbourhood. This is a highly valued and exclusive area of the city. The Spanish brand will land there during the celebrations of a new edition of New York Fashion Week. It will share the retail scene with brands and fashion houses such as Isabel Marant; Zimmermann; Acne Studios; Ganni; Toteme; A.L.C and Yohji Yamamoto.

To build excitement for this launch, Nude Project has stayed true to its irreverent character by launching a promotional campaign inspired by the controversial 1985 campaign from a then-unknown Tommy Hilfiger. The designer famously promoted himself with a large billboard in the middle of Times Square. It announced “the four great American designers for men” using only initials and fill-in-the-blanks: Ralph Lauren, Perry Ellis, Calvin Klein... and a T. H. that no one could identify. This helped generate buzz for the designer, who is now one of the biggest names in American fashion. It was a prophetic campaign, which Nude Project has now relaunched under the premise of “The most iconic fashion brands in America”. Just as the American designer did, they have completed the list with names clearly attributable to Ralph Lauren, Calvin Klein, Tommy Hilfiger and... Nude Project.