I can also say that KCD - the agency handling PR for the NYC launch – is doing its job. The agency is generating serious pre-launch buzz through its outreach, grassroots efforts - guerilla street teams handing out gift cards – pre-launch parties, and the Apr. 2 opening event with an appearance by Kate Moss, one of the shop’s British design partnerships for the US outlet. This Thursday, I recommend helmets and knee pads within a block of the store.
KCD declined to comment on PR activity supporting the launch.