Fashion meets function in a seamless combination of style and performance with the introduction of the Merrell x Sweaty Betty hiking capsule collection. Featuring footwear, apparel, and accessories, this collaboration embodies the spirit of strength, self-care, and sisterhood, introducing a new era of connecting with the outdoors.
On Wednesday, March 20th, the excitement unfolded at the iconic Condé Nast headquarters in New York City’s One World Trade Center. Sister brands Merrell and Sweaty Betty took over The Bar on the 35th Floor, transforming it into a pop-up showroom. Select editors, invited by AMP3, had the opportunity to preview the collection up close. The central location attracted additional foot traffic, inviting anyone passing through for a coffee or a work break to discover what the soon-to-launch collection had to offer.
The three-hour 1:1 showroom event was then followed by a happy hour, extending the invitation to all Condé Nast employees. Attendees were treated to a preview of the collection, an opportunity to enter a giveaway, and received exclusive gifts, including totes and bracelets courtesy of Little Worlds Project. Guests were also treated to small bites and a specialty cocktail from the bar.
A special highlight of the evening was the chance for guests to create custom floral bouquets, provided by Stems Brooklyn, to gift to a sister in their life. The DIY bouquet station proved to be a hit, with demand surpassing the original intended amount, further emphasizing the event’s success and the enthusiasm surrounding the Merrell x Sweaty Betty collaboration.
The turnout exceeded expectations, with over 200 Condé Nast employees attending the showroom and happy hour. The event was one of the busiest & most well-attended Condé Nast events that AMP3 has seen, which speaks to brand interest and curiosity around the collaboration. The collection officially launches on Tuesday, March 26th on merrell.com.
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