To celebrate its 125th anniversary and the lasting legacy of its iconic Beefy-T, Hanes opened a concept shop during Men's Fashion Week in Paris.
Entitled Fraîche Laundry, the pop-up experience focuses on the concept of doing laundry and features exclusive limited-edition products and art installations. Among the exclusive drops include new T-shirts designed by New York brands Awake NY and Sky High Farm, as well as a collaboration with the French premium caviar brand, Petrossian.
Each of the collaborations will be limited to just 50 pieces and available exclusively at the pop-up shop.
Hanes’ 125th anniversary also marks the 50th anniversary of its most iconic wardrobe essential, the Beefy-T. The tee made its debut in 1975, offering designers a high-quality blank for graphic T-shirts at a time when alternatives were often flimsy.
Fraîche Laundry will break down the evolution of the Hanes brand, from its early days to where it stands today.
“For us, the story dictates the medium,” said Drü Smith of 14th Maker Studio, the designers and curators behind the pop-up shop. “This started with a simple image, T-shirts on a clothesline in space, and turned into a full environment built around the ritual of laundry. We wanted it to feel fresh and intentional. It’s a celebration of Hanes at 125, and all the small details that make something iconic.”
The shop will be open to customers from Jan. 21-25, 10 a.m. to 6 p.m. Check out more images from the shop below.