A24 and Ron Herman launch Bring Her Back pop-up in Tokyo and Osaka

A24 is taking Bring Her Back out of the cinema lane and into retail, teaming with Ron Herman’s UNDER R for a pop-up that will run July 10 through July 24 at UNDER R Sendagaya in Tokyo and UNDER R Osaka. The setup reads less like movie merch and more like a collectible streetwear drop, with graphic tees, co-branded accessories, and tailored Dickies chino pants giving the film a wardrobe of its own.

The strongest piece in the lineup is the A24 × Dickies × UNDER R Flex Chino Pants, priced at ¥14,300, a clear nod to workwear with a cleaner, more styled finish. Around it sit A24 × UNDER R T-shirts at ¥9,900, caps at ¥7,700, tote bags at ¥3,300, socks at ¥2,200, sticker packs at ¥3,300, and A24 × UNDER R × ZATTO ZATTO PRINT T-shirts at ¥20,900. That pricing places the range squarely in the collectible merch tier, but the mix of pants, tees, and small accessories gives the pop-up a more edited feel than the usual studio-logo souvenir wall.

Ron Herman is also building the space out beyond product. The pop-up will include an A24 record bar, plus a trio-collaboration item involving UNDER R, A24, and an artist. At the Sendagaya location, a limited ice cream stand by JOHN’S ICE CREAM TOKYO will add a sharper, more social layer to the install, the kind of detail that turns a retail visit into a full scene rather than a quick transaction.

The timing is exact: the pop-up lands alongside the Japanese release of Bring Her Back on July 10. A24’s official film page lists the title as a 2025 film directed by Danny Philippou and Michael Philippou, and describes it as the story of a brother and sister who uncover a terrifying ritual at their foster mother’s secluded home. That horror premise suits A24’s merch strategy, which has long treated film identity as a design language in its own right.

Ron Herman frames UNDER R as a youth-focused concept store spun off from its retail platform, built around the idea of offering culture as well as fashion. That makes the Bring Her Back project feel especially on-brand: not just a film tie-in, but another step in A24’s ongoing turn from distributor to style marker, a place where movie fandom, workwear, and streetwear now meet on the same sales floor.