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Launching yesterday, fashion renegades Raf Simons and Willy Vanderperre joined forces with Raf Simons’ commercial director Charlotte Arts to create an innovative online pop-up store. The trio’s e-commerce site under the moniker, In the name of, promises the limited release of pieces from Belgian designer Raf Simons and American visual artist, Sterling Ruby’s AW14 collection.

And when they say limited release, they mean it: a single look from Raf Simons / Sterling Ruby’s winter collection will only be available for purchase for one week, with the entire website shutting down on 1 September when the whole AW14 collection is set to hit brick-n-mortar stores. Currently for sale is a Raf Simons / Sterling Ruby workwear shirt and pair of acid wash jeans.

In celebration of the website going live today, the triumvirate have also created a suitably angst-abundant video campaign capturing the teen cult vibe of their upcoming collection. While the unconventional retail model of inthenameof.be makes Zara’s stock turnover rate seem categorically glacial, chances are it’ll be no time until we see other brands adopting a similar selling approach.

Words: Steph King

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