The current vogue for pop-up stores is rolling on. There’s been Repetto’s space within Earnest Sewn in New York (pictured above), Comme des Garcon’s year-long guerilla store in Berlin, and then in Singapore, Levi’s space within NYC’s Alife, Umbro and Shotgun’s week-long set-up in London’s East End, and on and on.

The latest disciple is cotton company Supima® ( which has announced the opening of its first fashion-driven “pop-up” retail store in downtown New York City. The store has united a fashion collective to create pieces made of Supima cotton, and will be open every day between 14 March – 13 April.

Fifteen contemporary brands have been brought on board, including AG Adriano Goldschmied, Agave, Bodas, Cuyo, Drifter, Gilded Age, Majestic, Oligo Tissew, Retro Sport, Sharon Segal, Three Dots, Zooey, Chopak Mills, Faribault Mills and Wamsutta.

“Over the past few years, Supima has done a fantastic job of getting designers aware of the product and expanding our retail clientele. We are at a point now where we really feel we have a story to tell and are ready to spread the word,” said Buxton Midyette, vice president of marketing and promotions. “This initiative will play a large role in our overall goal of increasing awareness of, and demand for, the Supima name in the market.”

Like many of the pop-ups before them, Supima is integrating creative initiatives into the mix, with the production of a glossy magalog to be distributed in the store, a compilation CD and the display of specially commissioned works by local NY artists. As well, the space will host a series of events, including a runway/trunk show, a Sunday brunch and multiple interactive art events throughout the month.