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The Rocawear Pop Shop: from blight to bling and back

Yesterday I checked out the mobile Rocawear shop that finally arrived Friday (I'd thought Thursday) at the northeast corner of Pacific Street and Flatbush Avenue.

Up close it's a nifty retail concept, and other news coverage (e.g., The Brooklyn Paper) has given us a close-up exterior shot, plus an interior view.

Go inside (photos) and it's an immersive environment, a lounge on wheels: no windows, flattering lighting, couches, and hip-hop videos providing the proper ambience to sell $28 t-shirts and $48 polo shirts (among other things) anointed by rap superstar Jay-Z.

 (There is a 25% discount, and I saw some eager browsers, though I didn't stick around to watch any sales get racked up.)

The blight emerges

Exit to a barren stretch of Flatbush Avenue, however, and the blight is palpable.

It would take a lot of temporary installments--shops, flea market, playground--to bring life to the empty lots created by demolitions in the Atlantic Yards footprint.

(Photos from a set by NoLandGrab's Steve Soblick)


  1. Hova knows that people in the 'hood are hurting, which is why he's helping to bring them Jobs, Housing and Hoops, and marking down his t-shirts and polos to just $21 and $36, respectively.

    Thanks, Hova.


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