Kanye’s Life of Pablo pop-up shop is reinventing how concert merchandise is sold. Using his favorite platform, Twitter, Kanye announced a temporary store in SoHo was selling items inspired by his latest album. Fans immediately rushed to the shop to snap up t-shirts, hoodies, and hats priced between $35-$95—significantly more affordable than the Yeezy Season 3 collection. Visitors waited hours to shop, and according to one model it wasn’t just for the fashions: “it’s more than tour merch…You’re buying into an experience.” (PSFK)
