Harry’s is bringing the Wild West to New York.
The men’s grooming brand will host a “Harry’s Motel” pop-up in SoHo at 345 Broome Street this weekend to fete its recent $125 travel kit collaboration with artist Matt McCormick.
Like much of McCormick’s previous work, his limited-edition Harry’s kit features motifs of the American West. The set includes a raw leather bag, which is embossed with cowboy imagery and contains a custom, brass-handle razor — inspired by classic safety razors — a miniature shave gel, body wash, face lotion and hair putty.
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“When we talked about the inspirations behind [McCormick’s] artwork, the common thread was travel,” said John Stark, head of partnerships at Harry’s. “We know from our consumer insights that our consumer likes to travel a lot — more so take journeys — which lended itself nicely to what Matt was looking to accomplish, what his art portrays, and a product that can deliver on that front.”
At the Western-inspired “motel,” which is open from 10 a.m. to 6 p.m. Friday and 11 a.m. to 5 p.m. Saturday, visitors can shop the launch, take home zines depicting past artwork by Los Angeles-based McCormick and, in true motel fashion, grab free coffee.
“The idea was to make sure we had enough product to appeal to everybody,” said Stark, adding that McCormick’s new book, “American Fireworks,” will also be available for purchase for $170 in limited quantities.
“Harry’s has been deeply rooted in design, and the arts in general, since our inception,” said Marina Cashdan, head of creative and communications at the brand.
The partnership with McCormick marks the fourth installment of the brand’s ongoing Mammoth Series, which kicked off in 2022 and has included drops with mural artist Kevin Lyons and artist materials brand, Krink.
“I think that there’s a happy medium between not over-inundating consumers, but also still delivering, from a demand standpoint,” said Stark, noting these projects resonate in particular with longstanding consumers of the brand, which was founded in 2012 by Andy Katz-Mayfield and Jeff Raider. “Something that’s rooted in design and leverages that creative — it resonates with people.”
