Menswear twin brothers Ariel and Shimon Ovadia dreamed of opening their own retail store since they were teenagers. That dream has now become a reality with a pop-up shop that opened last week at 63 Greene Street in New York.

Creating a retail space has been a top priority for the Jerusalem-born, Brooklyn-raised duo. Responding to email questions in a joint statement, the brothers explained that such an experience can help build a more direct relationship with their clients and help them learn more about their preferences.

“We’re interested in seeing more about who the customer is and what they’re reacting to; what products we should consider adding and we may not need which is invaluable information that will help us make better decisions in the future,” they said.

A 2,700-square-foot space houses the Ovadia & Sons ready-to-wear and accessory collections and the Ovadia+ active-leisure collection.
Friends, family, and fans of the New York-based brand came out in full force to celebrate the opening and peruse the latest collections. The designers described the pop-up as “a clean space that is inviting, product focused, and easy to shop — something that felt like part of the neighborhood instead of being a distraction.”

As for the first piece they would buy if they shopped in their own store, Shimon pointed to the “velvet sweatshirt,” while Ariel would splurge on a “silk crane souvenir jacket.”

The Ovadia & Sons pop-up store will remain open through NYFW: Men’s in early February.