Homoco launched on Friday, June 22nd both online and with a physical pop-up on Bowery and East 3rd. Our 10 day residency on Bowery coincided with NYC Pride, and we hosted an all-day party during the Pride march, and a launch party for the shop the following week with sponsorship from DirtyLemon.
At the same time, we cast and shot our first campaign with Daniel Seung Lee and 55 friends (both IRL and Instagram), with the help of Frank Spadafora of D'Marie. Our goal was to show the range of the HOMOCO community - bodies, identities, personalities - and Daniel did an incredible job capturing the fun vibes of Homoco.
Just before July 4th, Opening Ceremony launched Homoco in the New York store and online.
Vogue debuted our Summer campaign, which drew an impressive amount of traffic (and orders!) to our site, and impressive sell-through at OC.
We headed out to Fire Island Pines Annex for the weekend immediately following July 4th to check in on our trunks there, and set up a more formal trunk show for later in July.
Following the success of our first NYC pop-up, we opened our second pop-up on Elizabeth Street just south of Houston Street. This block of Nolita is stacked with emerging brands (many ecommerce-focused), and Homoco fit right in. Open for just 4 days, we exceeded our sales goals and had customers reaching out after the pop-up asking where we went - clearly they wanted more.
Gayletter called our trunks a "major success" and "a very tasteful take on classic Americana," which couldn't be a higher compliment in our books.
The following weekend, we returned to the Fire Island Pines Annex for a trunk show on the boardwalk outside of the shop, slinging cocktails and more formally introducing ourselves to the community there.
For the final weekend of July, we headed out to Montauk to join the Bumble Hive at Surf Lodge. In an exclusive space only for Bumble members, we showcased our products to a completely different demographic than the previous weekends.
To start August, Homoco did a 5 day residency in Provincetown at the Captain's Daughters. The boutique, run by two Marc Jacobs alum, is a staple of Provincetown's East End gallery district, mixing retail, gallery space, and an artisan tea bar. Homoco fit in perfectly with the shop's queer-leaning cheeky merchandise, and the regular clients and visiting tourists got the answer to the question: WTF is Homoco?
We wrapped-up the summer by hosting the Brooklyn Queer Flea at the Williamsburg gay bar The Rosemont. Homoco camped out in the bar’s backyard with a DJ, a baby pool, and two very talented photographers (Nick DiLeito and Hunter Abrams). We sold swim suits and the photographers took pictures of everyone trying on their Homoco, with Gayletter running a full recap of the weekend.