February 6th, Wearhouse traveled to New Orleans during Super Bowl LIV to participate in 4th & Fashion, a collaborative pop-up organized around fashion, cultural exchange, and shared visibility. The project came together in partnership with Dom Davis and Detrell Wright of Made in the Hood, bringing independent brands and founders into a temporary but deliberate alignment.
The pop-up operated on multiple timelines. Daytime hours were structured—introductions, product discovery, conversation. Evenings loosened the edges. Influencer day gave way to late-night ghost hours, when the room shifted and interactions became less performative and more candid. The environment changed as people did, responding to who was present and how long they stayed.
Product was part of the framework, not the thesis. Exclusive releases lived alongside dialogue, proximity, and exchange. The emphasis remained on who was in the room and what could happen when founders, creatives, and operators were no longer speaking through intermediaries—algorithms, screens, or distance—but directly to one another.
The weekend culminated in a Super Bowl watch party, anchoring the activation within a collective cultural moment already heavy with spectacle. Inside the pop-up, the scale was smaller and more human. Conversation carried. Introductions mattered. Time slowed just enough to register.
For Wearhouse, 4th & Fashion marked an early instance of moving beyond isolated creation and into shared presence. It reinforced the importance of showing up physically, collaborating laterally, and allowing the work to exist in public—unfinished, responsive, and in dialogue with its surroundings.
What remains from New Orleans isn’t just documentation or outcome, but a record of proximity: of being there, together, for a brief interval, and letting that be sufficient.
