{"id":3838,"date":"2017-05-02T10:31:28","date_gmt":"2017-05-02T10:31:28","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=3838"},"modified":"2026-03-16T12:16:33","modified_gmt":"2026-03-16T12:16:33","slug":"selfnation-launches-london-pop-store-storefront","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/","title":{"rendered":"How SELFNATION Used a Pop-Up Store in London to Introduce Custom-Fit Denim"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#A_Fashion-Tech_Approach_to_Denim\" title=\"A Fashion-Tech Approach to Denim\">A Fashion-Tech Approach to Denim<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#Why_an_Online_Brand_Opened_a_Physical_Store\" title=\"Why an Online Brand Opened a Physical Store\">Why an Online Brand Opened a Physical Store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#How_Customers_Experienced_the_Product_In-Store\" title=\"How Customers Experienced the Product In-Store\">How Customers Experienced the Product In-Store<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#Why_London_Was_the_Ideal_Locatio\" title=\"Why London Was the Ideal Locatio\">Why London Was the Ideal Locatio<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#Testing_Markets_Through_Temporary_Retail\" title=\"Testing Markets Through Temporary Retail\">Testing Markets Through Temporary Retail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#A_Concept_That_Contributed_to_the_Custom-Fashion_Movement\" title=\"A Concept That Contributed to the Custom-Fashion Movement\">A Concept That Contributed to the Custom-Fashion Movement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/selfnation-launches-london-pop-store-storefront\/#Working_with_Storefront\" title=\"Working with Storefront\">Working with Storefront<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>Swiss fashion-tech startup SELFNATION set out to change the way people buy jeans. By combining fashion design with engineering, the brand produced custom-fit denim tailored to each customer using an automated and transparent manufacturing process.<\/p>\n\n\n\n<p>To introduce this concept to a new audience, SELFNATION launched a pop-up shop in London. Located in the upscale Marylebone district, the temporary retail space allowed the online-first brand to connect with customers in person while showcasing its innovative approach to made-to-measure fashion.<\/p>\n\n\n\n<p>Pop-up stores have become a common strategy for fashion brands looking to test new markets and create direct engagement with shoppers. Companies planning similar activations often explore available <a href=\"https:\/\/www.thestorefront.com\/search\/london\/retail\" class=\"ek-link\"><strong>pop-up shops in London<\/strong><\/a> or browse retail locations in neighborhoods like <a href=\"https:\/\/www.thestorefront.com\/search\/london\/marylebone\/retail\" class=\"ek-link\"><strong>Marylebone pop-up shops<\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Fashion-Tech_Approach_to_Denim\"><\/span>A Fashion-Tech Approach to Denim<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531.jpg\" alt=\"Interior of SELFNATION pop-up shop in Marylebone London displaying custom denim samples\" class=\"wp-image-3852\" style=\"width:706px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531.jpg 1440w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9531-1140x760.jpg 1140w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n\n\n<p>SELFNATION was founded around a simple idea: most people struggle to find jeans that fit properly.<\/p>\n\n\n\n<p>According to the brand\u2019s research, women often try on many pairs of jeans before finding one that works. SELFNATION developed a digital solution to simplify this process.<\/p>\n\n\n\n<p>Customers entered a series of body measurements on the brand\u2019s website and received a 3D visualization showing how each style would fit their body. Premium denim sourced from Milan was then manufactured into a custom pair of jeans and delivered directly to the customer.<\/p>\n\n\n\n<p>This approach allowed the company to combine technology with traditional craftsmanship while reducing the inefficiencies often associated with mass-produced fashion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_an_Online_Brand_Opened_a_Physical_Store\"><\/span>Why an Online Brand Opened a Physical Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"3334\" height=\"2420\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1.jpg\" alt=\"Guests chatting with champagne during SELFNATION pop-up store event in London\" class=\"wp-image-3903\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1.jpg 3334w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1-300x218.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1-768x557.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1-1024x743.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1-810x588.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/selfnation1-1140x827.jpg 1140w\" sizes=\"(max-width: 3334px) 100vw, 3334px\" \/><\/figure>\n\n\n\n<p class=\"p1\">Although SELFNATION operated primarily online, launching a physical pop-up store helped bridge the gap between digital retail and real-world experience.<\/p>\n\n\n\n<p>Founder Andrea Schuetz explained:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI think it\u2019s always important that customers have the option to see some samples, feel the fabric and get an idea of what it actually looks like in real life.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>For many shoppers, touching the fabric and seeing the product firsthand helped build confidence before placing a custom order online.<\/p>\n\n\n\n<p>\u201cI think having that physical connection as well as the online platform is really important because once they see it and they are convinced, they are less scared to order something solely online.\u201d<\/p>\n\n\n\n<p>Pop-up retail allows digital-first brands to offer this experience without committing to permanent stores.<\/p>\n\n\n\n<p>Entrepreneurs exploring temporary retail strategies can learn more in this guide on <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\">how to start a pop-up shop in London<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Customers_Experienced_the_Product_In-Store\"><\/span>How Customers Experienced the Product In-Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Inside the SELFNATION pop-up store, visitors were able to explore the collection and learn about the brand\u2019s custom-fit concept.<\/p>\n\n\n\n<p>Staff members guided customers through the process while demonstrating the online platform using tablets and computers inside the store.<\/p>\n\n\n\n<p>Andrea Schuetz explained:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThey interacted with the product very well. We always had someone there to explain the collections and the company. We also had an iPad or computer because we\u2019re online based.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Customers could browse samples, examine the denim fabrics, and have their measurements taken in-store before placing their order online.<\/p>\n\n\n\n<p>This hybrid approach allowed the brand to combine the efficiency of digital retail with the reassurance of an in-person shopping experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"Why_London_Was_the_Ideal_Locatio\"><\/span>Why London Was the Ideal Locatio<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491.jpg\" alt=\"Close-up of SELFNATION custom denim jeans at London pop-up store\" class=\"wp-image-3855\" style=\"width:692px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491.jpg 1440w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9491-1140x760.jpg 1140w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n\n\n<p class=\"p1\">For SELFNATION, launching a pop-up in London provided access to an international and fashion-forward audience.<\/p>\n\n\n\n<p>Marylebone is known for its independent boutiques and design-focused retail environment, making it an ideal location for introducing a new fashion concept.<\/p>\n\n\n\n<p>Andrea Schuetz highlighted another advantage of opening a temporary store in the city:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cEspecially in London you have so many tourists and people that go out exploring and they like to shop.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Pop-up stores benefit from this steady flow of visitors, allowing brands to reach both local customers and international shoppers discovering the concept for the first time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Testing_Markets_Through_Temporary_Retail\"><\/span>Testing Markets Through Temporary Retail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Temporary retail spaces also give brands the flexibility to test how their products resonate in different markets.<\/p>\n\n\n\n<p>Andrea Schuetz noted that consumer preferences vary widely between countries:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cPeople are more open, more fashion forward and trend driven. Cultures differ and tastes differ, some things work in some countries and don\u2019t in others so you just have to try and test the market.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>Pop-up stores provide an ideal platform for this type of experimentation, allowing brands to gather insights and refine their approach before expanding further.<\/p>\n\n\n\n<p class=\"p1\">The fashion industry has increasingly embraced temporary retail as a tool for launching collections, testing concepts, and creating immersive brand experiences. Many examples are explored in this overview of <a href=\"https:\/\/www.thestorefront.com\/mag\/how-the-fashion-industry-is-making-the-most-of-pop-up-stores\/\" class=\"ek-link\"><strong>how the fashion industry is using pop-up stores<\/strong><\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"2794\" height=\"1863\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102.jpg\" alt=\"Customers attending SELFNATION pop-up opening event in London\" class=\"wp-image-3904\" style=\"width:640px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102.jpg 2794w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/05\/SELFNATION-102-1140x760.jpg 1140w\" sizes=\"(max-width: 2794px) 100vw, 2794px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"ez-toc-section\" id=\"A_Concept_That_Contributed_to_the_Custom-Fashion_Movement\"><\/span>A Concept That Contributed to the Custom-Fashion Movement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>SELFNATION was part of a new generation of fashion-tech companies exploring how digital tools and automation could transform apparel production. By combining AI-powered pattern generation with sustainable manufacturing methods, the brand helped demonstrate how custom-fit clothing could be produced at scale.<\/p>\n\n\n\n<p>Over time, the company partnered with a larger player in the custom-fashion space, allowing its technology and approach to continue evolving within a broader made-to-measure ecosystem. The collaboration enabled the concept behind SELFNATION to reach new audiences while contributing to the growing movement toward personalized and more sustainable fashion production.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Working_with_Storefront\"><\/span>Working with Storefront<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The SELFNATION team worked with Storefront to secure the Marylebone location and manage the logistics of the pop-up store.<\/p>\n\n\n\n<p>Andrea Schuetz described the experience positively:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cGreat. You\u2019ve been an absolutely perfect and amazing advisor and supporter and I really appreciate that. It went very smoothly and there were no problems with any of the logistics.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>With the right location, a strong team, and clear branding, the brand was able to create a retail experience that successfully introduced its concept to the London market.<\/p>\n\n\n\n<p class=\"p1\">For fashion startups and digital brands alike, temporary retail spaces continue to offer a powerful way to test new cities while connecting with customers face-to-face.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Swiss fashion-tech brand SELFNATION opened a pop-up store in London\u2019s Marylebone district to introduce its custom-fit denim concept and connect with customers in person.<\/p>\n","protected":false},"author":19,"featured_media":3851,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6833,5,2458],"tags":[52,11,320,649,245],"class_list":["post-3838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-success-stories","category-success-stories-uk","tag-brand","tag-brick-and-mortar","tag-fashion","tag-how-to-pop-up","tag-london"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",1440,960,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",1125,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",480,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509-768x512.jpg",768,512,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",1440,960,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",1440,960,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",1125,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",480,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",140,93,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/04\/IMG_9509.jpg",120,80,false]},"qubely_author":{"display_name":"Adrien Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/fashion\/\" rel=\"category tag\">Fashion<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-uk\/\" rel=\"category tag\">Success Stories UK<\/a>","qubely_excerpt":"Swiss fashion-tech brand SELFNATION opened a pop-up store in London\u2019s Marylebone district to introduce its custom-fit denim concept and connect with customers in person.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/3838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=3838"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/3838\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/3851"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=3838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=3838"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=3838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}