Urban Outfitters has unveiled its latest initiative, an exclusive store pop-up series, UO College Shop.
Urban Outfitters will transform 20 college-adjacent locations into stores designed to engage Gen Z with relevant brands in innovative and exciting ways, said the company. The pop-up series will feature exclusive Birkenstock launches, limited-edition drops from Baggu, new styles from water bottle company Owala and collegiate staples from Champion. Locations will also include the latest seasonal styles from UO’s in-house denim label BDG, showcasing denim trends for the collegiate wardrobe. The pop-ups will also showcase expanded multifunctional home assortments, including storage, lighting and bath products.
Each location will be uniquely Urban Outfitters with specialty fixtures, bespoke signage and displays of school spirit and collegiate colors.
