Sustainable Pop-Up Concept Store Figure Eight Brings Eco-Conscious Goods To Soho

As the adage goes, if you build it, they will come. One hurdle an IRL shopper searching for well-designed and sustainable wares may have to overcome is finding these goods under one roof. Luckily those seeking a highly curated selection can find a plethora of green and vegan brands from September through December at Figure Eight, located at 63 Greene Street. 

Led by Tina Bhojwani and Nicole Marra, Figure Eight celebrated with an opening party on Tuesday, September 14 co-hosted by Fashion Makes Change, a project of Rockefeller Philanthropy Advisors and industry-wide initiative delivering women’s empowerment and climate action in tandem.

The brands featured at the eco-friendly marketplace include 66°North, A Shirt Story, AERA, Alexandra K, Amur, Circumference, House of Fluff, House of Waris, Maisond’Ettoo, Mashu London, Mavra Toufidis, Minimalist NYC, Reform Lab, Rondel Jewelry, Safely, Qeep Up, and Yatay. The event shines a light on the fledgling small businesses that offer vegan leather accessories, botanical skincare, ethically sourced jewelry, upcycled shirts, uber-cool furniture, recycled fabric workout gear, faux fur clothing and home goods, and more.

The in-person experience was crucial to connecting with their customer base for the newly launched DTC jewelry brand Rondel. Founder Lindsey Julia Boyd, who also founded the popular eco-friendly and chic home care line, The Laundress, was introduced to Bhojwani through a mutual friend, connecting via sustainability values. “I love the idea of like-minded brands coming together for a purpose, I said yes immediately” she said noting it was the first retail experience since launching the brand last year.

“It gives people the opportunity to experience Rondel in-person — to see the quality of our designs, try it on, and build their own stories.” There is also strength in numbers. “The benefit of Figure Eight is definitely exposure — when you’re in good company with other like-minded brands, you’re that much more powerful.”

More than a shopping space, the store will host interactive events such as regular panel discussions and activations with artists, chefs, environmental activists, authors, stylists, and influencers. Up next is a conversation, “Fashion’s Role in Climate: Challenges and Solutions,” moderated by DJ Spooky, a multimedia artist, composer and author, who creates music and art inspired by science and nature to motivate change.

“The past 18 months have taught us the importance of physical connections and experiences. They’ve also reinforced the urgency to rethink traditional systems, including retail, and uncovered an opportunity to redefine the in-store experience for digitally native brands,” said Tina Bhojwani, co-founder, Figure Eight and co-founder and CEO of AERA New York. 

“We know that shifting the paradigm means collaborating, which was the impetus for Figure Eight. We’re proud to bring together an incredible group of conscious brands — many of which don’t have a brick-and-mortar presence — in a beautiful space sustainably designed to enable every member of the retail ecosystem to succeed together.”

Figure Eight also integrates sustainability into the design. The 4,350 square foot shop was designed by creative team Leanna Diller and Elizabeth Kiester using eco-conscious brands Rebel Walls, Reform Design Lab, Molo, FLOR, and FDK Florals, as well as repurposing copper clothing racks, non-toxic wallpaper and changing rooms made from recycled paper accordion walls.

Customers requiring a bag or wrapping are given reusable packaging by Gallant, a B Corp certified company that supplies organic, Fairtrade and traceable promotional and retail cotton products. Artworks on display by Colombian artist Remedios and Cuban artist Leslie Sardinias, curated by 4 Art Partner founder Raquel Serebrenik explore the topic further examining the connection with and fragility of our planet today.

During the store’s opening tenure, Figure Eight has a goal to offset 110% of Scope 1 and 2 carbon emissions and water use and will use SCS Global Services, an internationally recognized third-party certification body, to verify it. They also verify AERA New York’s carbon negative footwear claim and will verify retirement of carbon offsets for the space when the pop-up finishes.

Bhojwani held executive roles at Donna Karan, Theory and Dolce & Gabbana, and Marra, is the founder, and CEO of Fixer Advisory Group, a boutique consulting firm. She continues to advise at Gucci America. Figure Eight is open Wednesday-Sunday, 12-7 pm.