Supima, the company behind American-grown supima cotton has landed their first ever pop-up store in New York's SoHo neighborhood. The store serves as a public showcase and retail shop which features 15 contemporary designers who get the supima stamp of approval. Designers include AG Adriano Goldschmied, Agave, Bodas, Cuyo, Drifter, Gilded Age, Majestic, Oligo Tissew, Retro Sport, Sharon Segal, Three Dots, Zooey, Chopak Mills, Faribault Mills and Wamsutta. Products range from knit separates to activewear, denim and some soft home goods like sheets and towels.

The pop-up store was situated in one big open room with lighted white curtain rooms along one side. All the merchandise sits in the middle on one row of racks and the rest of the place is equipped with couches for lounging. The goods were mostly white too, save for some graphic screens which proudly boast environmental awareness and a few colored knits in simple shapes. The sales staff is super friendly and offers free giveaways like a Supima newspaper, company magazine, free CD and a bouquet of raw cotton! Supima pop-up store, 72 Greene Street, New York. Until April 13.