Kit and Ace brought its summer fashions to Massachusetts this month with a custom-built “Eh Frame.”
The Vancouver-based retailer’s mobile showroom is stationed at Mashpee Commons for the month of July. A take on the traditional A-frame, the Eh Frame is fashioned from a shipping container and has a glass ceiling to make it bright and airy. Inside holds about 600 units of Kit and Ace’s core products that customers can try on and purchase.
“We wanted to do something that had a little bit of heritage to the brand even though we only are two years old,” said JJ Wilson, Kit and Ace’s co-founder and head of brand. “It also had to be [a pop-up] that travelled easily and didn’t look like a shipping container.”
Last year, Kit and Ace travelled parts of the U.S. and Canada in a copper-clad Airstream dubbed The Copper Studio. Wilson said the travelling pop-ups allow the brand to build awareness and test new markets. They also allow Kit and Ace to educate customers about its products, which are made of machine washable cashmere or what it calls “technical” clothing.
“The technical features of our product are fairly unseen. So for us, it’s really important a guest is able to come into our showrooms, feel the product, touch the product and be educated on it,” said Wilson, who made Marketing‘s 30 Under 30 list last year.
The Eh Frame is open until the end of July, and might travel to the southern U.S. “Once it closes in Mashpee, then we’ll decide where to put it next,” said Wilson.
