Raf Simons and Sterling Ruby launch online pop-up

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Raf Simons and Sterling Ruby have teamed up with photographer Willy Vanderperre and Simons’s commercial director Charlotte Arts to launch a new online pop-up retail concept, titled IN THE NAME OF, which debuts Tuesday.

Raf Simons Sterling Ruby Fall 2014

From now until Sept. 1, each Monday will see a new group of curated pieces from the Raf Simons/Sterling Ruby collection go on sale for one week only.

The first pieces online are a black denim workwear shirt (€270) and a pair of splatter print jeans (€490).

While temporary fashion store locations are an established trend in the world of luxury retail, the sort of ephemeral web-presence proposed by  and Sterling is rarer, especially with brands and e-commerce sites fighting hard to stake out their ground.

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