Kanye vs. Cash Money: How NYC's Dueling Merch Pop-Ups Fared

New York City was taken over by Kanye West’s and Cash Money’s pop-up shops today. Here's a breakdown of what went down at each and how well each merch sold.

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Complex Original

Image via Complex Original

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Today, New York City was taken over by two pop-up shops: Kanye West’s latest The Life of Pablo temporary store and Cash Money at VFiles. Both sold merch from the respective artists, but each drew very different crowds.

West’s New York Pablo pop-up, presented in partnership with Universal Music Group’s merchandise company Bravado, was one of the 21 stores the rapper opened across the world today. The items sold at the space, 393 Broadway St., were fairly similar in style to past Pablo merch, but there were city-specific short sleeve ($55) and long sleeve tees ($75), hoodies ($105), crewneck sweatshirts ($95), and dad caps ($45), all with “New York” written in gold, Old English font on the front and various lyrics on the back. There was also a black satin bomber jacket ($250) and a military jacket ($325) with “Pablo” on the back.

Kanye West Pablo Pop-Up Tees

Fans started lining up as early as yesterday evening. When Complex arrived an hour before doors opened, the queue was already at least three blocks deep. There were people of all ages—teenagers, kids, 20somethings, and even parents. According to the individuals we spoke to, they waited in line not only because they’re fans of West’s music, but also because they saw merch as a fashion piece. Given the latest trend of concert tees still going strong, this wasn’t surprising.

“I love Kanye,” says Amon Rosenzweig, who’d been waiting in line for two hours, “but I think the clothes look dope too.” His friends Peter Farley, Lucas Jacobsen, Ryan Plett, and Jake Levin all threw out similar sentiments.


Kanye West Pablo Pop-Up Space

A few blocks down at VFiles’ Mercer location, the line for the pop-up wasn’t quite as long; right before it opened, it topped off at about 13 people. But those who waited were devoted Cash Money fans. “I love Birdman,” says Edwin Madera. “Cash Money doesn’t do pop-ups, so this is once-in-a lifetime shit, throwback shit.”

“I wanna wear Juvenile on my tee like it’s still the 2000s,” adds his friend Blew Castro.


Cash Money x VFiles Pop-Up NYC

VFiles is carrying a wide range of Cash Money-branded apparel and accessories. There’s a red bandana ($24), pillow ($86), slides in black or red ($98), hats ($28), hoodies ($60), and a coaches jacket ($76). There are also a few Lil’ Wayne, Big Tymers, Juvenile, and other Cash Money rap tees ($40). All items are under $100. Birdman is also set to make an appearance at the store this afternoon. 

Concert merch has really taken centre stage, becoming a full-blown fashion trend. West, without a doubt, played a huge role in that, beginning with the launch of his insanely popular Yeezus merch. Pop-ups like these from today, along with the temporary stores from Drake, Future, and Justin Bieber, have also helped, and have proven once again concert merch is here to stay. But for any artist who is hoping to draw crowds like Yeezy, it’s probably best to schedule them on different mornings.


Cash Money x VFiles Pop-Up NYC Accessories

UPDATE 08/19/16 3:37 p.m.: The VFiles Cash Money pop-up was also produced and scheduled in partnership with Bravado.

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