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We recently had the opportunity to sit down with Pratt graduate and former architect Jeff Johnson to discuss his new The Arrivals pop-up in New York City. The Arrivals is a forward-thinking direct-to-consumer label specializing in trend-right coats and jackets, born from the realization that there was gap in the market for stylish and affordable outerwear.

Upon linking with serial entrepreneur Kal Vepuri, Johnson launched The Arrivals, which is now focusing on the aforementioned NYC pop-up shop. In the above clip, Jeff walked us through the brand’s latest NYC project and discussed why the DTC model is the way forward for retailers.

Press play above to check it all out.

Not NYC, not LA.