New York-based streetwear brand MEDIUM RARE will host a pop-up store at PRINCIPE prive Daimaru Umeda from August 24th to September 1st. The pop-up will feature a unique selection of items, including pieces specially customized by PRINCIPE prive.
MEDIUM RARE is known as a brand that embodies the spirit of New York’s street scene, characterized by its distinctive wordplay and playful graphics. The brand offers a wardrobe that captures the latest trends while remaining practical for everyday wear.
The pop-up will showcase a diverse lineup of items, including collaboration caps with NEW ERA and special edition pieces customized by PRINCIPE prive. The standout pieces, with techniques like distressed finishes, rhinestones, flock prints, and metal studs, are all handmade and truly one-of-a-kind.
MEDIUM RARE was founded in the spring of 2016 by CEO Yoda, who previously operated a business trading vintage luxury items. After the brand’s launch, MEDIUM RARE gained attention by unveiling custom-embroidered vintage bags at a Paris fashion show. This led to the brand’s inclusion in renowned select shops such as Maxfield in LA and Montaigne Market in Paris. The brand’s popularity further soared when celebrities like Beyoncé and Kendall Jenner were spotted wearing its pieces.
In 2018, MEDIUM RARE expanded into original apparel, realizing a collaboration with Clot, a brand produced by famous Hong Kong actor Edison Chen. This partnership facilitated global sales, especially across Asia, and included participation in Clot’s pop-up at Barney’s in Roppongi, Japan. Today, MEDIUM RARE continues to expand its offerings, including apparel, custom vintage items, and collaborations with well-known brands.