Anemos opens first New York pop-up with sustainable resortwear

Anemos just gave New York a small but pointed dose of California calm. The Los Angeles label opened its first New York City pop-up in the West Village at 325 West 11th Street, a 700-square-foot room built to sell swim, resort, and easy layers as more than a summer escape hatch.

The store opened Wednesday, June 3, and is set to run for one month, with the possibility of stretching into July. That timing matters: this is not a beach-town staging ground, but a test of whether Anemos can translate its clean, unfussy aesthetic into a city where shoppers want vacation clothes that still make sense with a trench, a loafer, and a taxi ride across town. The brand is carrying its full assortment of seasonal styles, including knitwear, ready-to-wear, resort staples, and swimwear, so the shop reads less like a seasonal splash and more like a compact wardrobe stop.

The numbers explain why the brand chose to plant itself here. Joshua Shaub said New York customers account for 20 percent of Anemos’ web sales, and he said the business is up 140 percent year over year. That kind of lift makes a physical retail probe in Manhattan look less like a branding exercise and more like a smart read on demand. Shaub also has his own New York ties, along with cofounder Lauren Arapage, who previously worked in press at Stella McCartney. Shaub was a buyer at Moda Operandi, and both founders are using that New York familiarity as part of the pitch.

Anemos’ own site labels the activation an “NYC Summer Pop-Up” opening June 3, but the real draw is the store’s attitude. Arapage said the team planned an opening cocktail party and a shopping event with Work (ing) Hard World, turning the space into a gathering point for people drawn to “beautiful design, intentional living, and doing it in an effortless way.” That is exactly the lane Anemos wants to own: polished but not precious, coastal without leaning beachy, and minimal in a way that feels intentional rather than severe.

The pop-up also comes as swimwear and resort labels keep staking claims in New York. Monday Swimwear opened its first New York flagship in SoHo, and Cou Cou set up an NYC Summer Shop in Nolita with early access, exclusives, and community programming. Anemos is joining that rush with a tighter, more edited proposition, and the city’s appetite for year-round vacation dressing looks ready for it.