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Pyer Moss is taking a different approach to its second-ever sale, timed to its 10th anniversary.
“Have you ever wanted to feel like a real-life criminal?” a narrator asks on the brand’s latest Instagram video.
Pyer Moss is currently offering shoppers the option to buy a one-minute or five-minute ticket (priced at $100 and $300, respectively) to a timed entry sale on December 21 and 22 at a currently undisclosed New York City location. Dubbed the “loot-out” and modeled after, well, looting, there will be apparel, footwear and accessories from past runway shows, unreleased collections and even the archive on offer; unlike actual looting, shoppers can only keep “as much as they can physically wear,” versus it being an all-you-can-grab, supermarket-sweep type of event, according to the website. (At the end of the experience, you can have your photo taken by a photographer wearing your “looted” Pyer Moss.)
“The loot-out draws inspiration from the luxury fashion industry’s global decline, the burgeoning dupe culture and the recent looting sprees in luxury stores across America. How fun?” the video continues, in its robotic monotone.
The New York-based brand helmed by Kerby Jean-Raymond ascended in fashion as a label that offered cultural commentary in a way that nobody else did. From its Fall 2021 haute couture show that celebrated Black inventors to its Spring 2020 runway that traced the roots of rock ‘n’ roll back to Black musicians, the clothes were attention-grabbing and loved by celebrities. However, over the past few years, Pyer Moss experienced a decline, pausing releases and being subject of a critical piece in The Cut.
The “loot-out” concept is almost too meme-y to be true, but it’s a reminder of what Jean-Raymond and his brand are capable of: doing something unexpected, surprising and conversation-starting.
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