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Future's shop is doing things a little bit differently by partnering with other brands and companies. Future worked with the social shopping website Fancy and John Varvatos and Moreca to elevate his experience beyond just the merch he sells on tour. In addition to selling Future's own FreeBandz Clothing, the shop will also offer custom artist-designed leather jackets created in collaboration with the rapper from John Varvatos and a special-edition Future-themed bag from Moreca. The bag will feature a tag that reads "Always Secure the Bags," a line from the DJ Khaled song with Future and Jay Z "I Got the Keys."
The pop-up shop will also house some of the best-selling brands on Fancy, like accessories company Pintrill and streetwear brand Cease & Desist. Pintrill has created an exclusive Future pin for the shop. "We’ve seen what everyone has done with the standard pop-up and they are essentially glorified merchandise stands," Marcus Howard, head of business at Fancy told WWD. "We want people to come in and feel like it’s Future’s space and offer a high-quality retail experience."
It won't just be a shop either, the pop-up will also include an art gallery and VIP lounge. It's set to open at 76 Wooster Street, New York City, next week from August 2 to August 8, 11 a.m. to 7 p.m. The pop-up coincides with Future's tour with Drake, which rolls through the tri-state area for almost the entire first half of August.