A Spanish streetwear brand that began with two 19-year-olds, a dorm-room idea, and roughly €600 has officially landed in New York, and it has not come quietly.
Nude Project, one of Europe’s fastest-growing independent lifestyle labels, has opened its first-ever NYC store at 42 Greene Street in SoHo.
The temporary space is called an “Ephemeral Store,” but don’t let the poetic name fool you. This is not one tiny rack of hoodies tucked into the back of a café.
It’s a 4,000-square-foot downtown takeover running through December 31, with clothing, creative events, film, music, sport, open castings, and possibly the most chaotic-looking run club New York has seen in a while.
From a Barcelona dorm room to SoHo
Nude Project was founded in Barcelona in 2019 by Bruno Casanovas and Alejandro “Alex” Benlloch, who were both 19 at the time. The pair started the label while living in university dorms, initially selling clothing online and building a community around the kind of culture-first, personality-driven content that Gen Z does not just scroll past.
The trajectory since then has been seriously speedy.
Nude Project grew from a digital startup into a physical retail player with stores across Spain and Europe, including Barcelona, Madrid, Milan, Rome, Berlin, Amsterdam, Lisbon, Valencia, Ibiza, and more. Its own retail channel now represents about 35% of total revenue, according to reporting on the brand’s expansion, and NYC follows earlier U.S. pop-ups in Miami and Los Angeles.
New York, though, is being treated as the big one.
The SoHo opening is Nude Project’s most significant U.S. activation to date, and it arrives during a moment when the brand is pushing well beyond the traditional “buy a hoodie, leave with a tote bag” pop-up template.
Not your average clothing shop
The Nude Project space occupies 42 Greene Street, right in the middle of SoHo’s cobblestoned fashion playground.
For the next few months, the pop-up will be selling the label’s latest clothing collections, including its oversized tees, hoodies, knitwear, denim, trousers, caps, and other casual staples. But the real pitch is that the space will change as the season goes on.
The brand describes it as a retail store, meeting point, and creative platform, with a schedule that brings together fashion, music, film, and sport. That programming includes:
- A premiere screening of La vida es Verdi, with director Berta Glacht in attendance
- An open casting call to find the star of Nude Project’s next campaign
- Music events and a live showcase by Whatmore
- Creative experiences and showroom-style activations
- The Nude Project Underwear Run Club, which promises to send participants through New York in the brand’s underwear, because regular running clubs apparently did not have enough plot twists
Nude Project says new guests, collaborations, and activities will continue to be announced throughout the pop-up’s run, so the store is meant to feel different from week to week.
The campaign behind the NYC arrival
The NYC debut came with an announcement that was appropriately fashion-world dramatic.
Nude Project introduced its New York move with a cinematic sketch starring co-founder and creative director Bruno Casanovas alongside Meryl Streep as Miranda Priestly, the unforgettable editor character from The Devil Wears Prada.
The campaign played on New York fashion’s most iconic fictional boss, because launching a streetwear brand in SoHo during September without at least a little theatre would have been a missed opportunity. 2826
According to the brand’s press materials, the video drew nearly 600,000 views and more than 700 comments in its first 24 hours. 2826
It also makes the intent of the pop-up quite clear. Nude Project is not simply testing whether New Yorkers will buy its clothes. It is trying to join the city’s cultural conversation, one cheeky campaign, screening, casting call, and underwear-adjacent jogging event at a time.
Where: 42 Greene Street, SoHo
When: Open now through December 31, 2026
Hours: Monday through Saturday, 11 am to 7 pm; Sunday, 12 pm to 6 pm
Find store updates and future event announcements through Nude Project’s New York page and official Instagram.