Denim brand Wrangler has confirmed plans to debut its premium line Blue Bell in a pop-up store in London. The store in Lamb’s Conduit Street will open in September for approximately four weeks. The street is well known among fashionistas, with its traditional tailors and high fashion boutiques. During this time, the store will showcase the winter collection of the revitalized line. As Adam Kakembo, Marketing Director of Wrangler Europe, explains: “The pop-up store concept fits very well with the times as well as the location, which offers an ideal surrounding. This is the chance to present the whole Blue Bell line with its inspiration in a suitable surrounding.” The big opening event will take place in conjunction with London Fashion Week, Sept. 18-22.

—Regina Henkel