From Barcelona to SoHo, Nude Project brings its irreverent take on streetwear to New York, turning its latest pop-up into a playground for fashion, culture and the creative community.
Nude Project has landed in New York with a temporary store at 42 Greene Street, in the heart of SoHo, set to remain open until the end of December. The Spanish brand has become an international phenomenon in just a few years, thanks in part to its unconventional and highly creative advertising campaigns.
Founded in Barcelona in 2019 by Bruno Casanovas and Alex Benlloch, who were just 19 at the time, Nude Project has evolved from a project started in a university dorm room into one of the most recognizable names in Europe’s new streetwear scene. Its rapid growth has expanded well beyond e-commerce, with the brand opening a network of physical stores across Europe. Alongside several locations in Spain, Nude Project has established a presence in key cities including Milan and Rome, Amsterdam, Berlin and Lisbon.
At the same time, the brand has strengthened its identity through a series of collaborations that bring together fashion, pop culture and sport. Among its most notable partnerships are projects with Playboy, Sebago, and football icon Ronaldinho, collaborations that reflect Nude Project’s ability to move between different cultural worlds while maintaining a distinctive, recognizable identity.
Nude Project’s Temporary Store
The arrival in the Big Apple was announced in true Nude Project style, with an ironic cinematic sketch starring co-founder and creative director Bruno Casanovas alongside Meryl Streep as Miranda Priestly from The Devil Wears Prada. The video immediately caught the audience’s attention, generating impressive engagement across social media within its first 24 hours.
The launch was accompanied by a billboard paying tribute to some of the biggest names in American fashion history: Ralph Lauren, Calvin Klein and Tommy Hilfiger.
But, as you might expect from a young, dynamic brand so deeply connected to contemporary culture, Nude Project’s New York location is much more than just a temporary store. From September through December, the space will operate as a cultural hub, with a packed calendar of events designed to engage its community and bring the wider Nude Project universe to the city.
The program ranges from film premieres and music events to an open casting call for the faces of the brand’s upcoming campaigns. Live showcases and a Run Club are also part of the schedule, turning Nude Project’s New York debut into an experience that goes far beyond traditional retail. And just in time for New York Fashion Week.
With New York as its latest destination, Nude Project is taking its community-driven approach beyond Europe, using the SoHo pop-up not just to sell clothes, but to introduce its culture, creative language, and identity to a new audience.
