The Montreal flagship has been converted into a five-story immersive retail experience centered around love and acceptance.
Good said he’s been working with Bieber for 13 years, since he left his role as Usher’s assistant to be the singer’s stylist. They quickly became friends and four years ago when Bieber started brainstorming with him about starting a brand, they came up with Drew House and have been working together to build it since then. Good officially serves as the brand’s creative director.
Good said before the pandemic, Drew House had opened a few physical pop-ups globally, but the health crisis put an end to that. “But this is the first time we’ve partnered with a wholesale account,” he said. “We haven’t been too quick to partner with someone else. We’re comfortable distributing it ourselves.”
Gina DeYoung, senior director of marketing for Ssense, said all conversations start with product and the buying team began talking to the brand a couple of years ago and realized that they were committed to the same values. One thing led to another and it culminated in the installation.A Drew House sweatshirt.
The entire experience is designed to recreate “iconic moments from the L.A. Drew House,” DeYoung said. Good described Drew House as “an actual place. A house in the San Fernando Valley where our community actually hangs out.”
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