Drew house, a community co-founded by Justin Bieber and Ryan Good, is a place where guests “can be yourself and loved, encouraged, safe and valued,” writes its social media channels. And now, a popular Montreal fashion store is transforming into a “suburban oasis” as part of this “drew house” initiative.
Beginning March 29, SSENSE is collaborating with Bieber, Good, and drew house to form an “immersive experience” through April 3. The collaboration is a preview for when SSENSE will exclusively launch a limited quantity of drew house items in May.
Montreal’s flagship SSENSE location has been made into a five-story “immersive retail experience, centered around love and acceptance.”
In a press release, SSENSE said it is “thrilled to announce the launch of drew house exclusively at SSENSE in May 2022” by “combining an ethos of inclusivity, kindness, community, and amplifying the voices of today’s young creatives.”
Guests can discover multiple interactive opportunities within the downtown space, including the street-level graphics skillfully splattered on the building’s façade (featuring drew house’s signature graphics), a suburban oasis-living room vibe (mirroring the brand’s LA house), plush characters, home objects, and much more.
The installation marks drew house’s first in real life activation in North America.
“Working with SSENSE for drew house’s first global partnership brings together our shared visions of acceptance, value, empowerment and love. drew house is a place, a community, and a metaphor for a home where everyone is welcome and where joy is available,” Good said. “Partnering with SSENSE allows us another avenue to continue to tell that story. A story that communicates that every single person on this planet is loved and of infinite value.”
Federico Barassi, Vice President of Menswear at SSENSE, says the brand is “thrilled to partner with drew house at such an exciting time in the brand’s development.”
Barassi said SSENSE is, “excited to launch the full collection at SSENSE in May and to help expand drew house’s community worldwide.
