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E-commerce Site Launching for Raf Simons' Men's Collection With Sterling Ruby

Inthenameof.be is to open for business on Tuesday and close Sept. 1, each week offering a group of items for a limited time.

Raf Simons Mens RTW Fall 2014

Raf Simons Men's RTW Fall 2014

Photo By Giovanni Giannoni

TWO TO TANGO: Raf Simons’ fall men’s wear collection, a collaborative effort with California artist Sterling Ruby, is getting its own e-commerce site, plus a clublike pop-up shop in Antwerp, Belgium.

Inthenameof.be is to open for business on Tuesday and close Sept. 1, each week offering a group of items for a limited time. It will ship worldwide.

The physical store, located in an under-construction retail space at 16 Lange Gasthuisstraat, is to open Sept. 4 on weekends only, serving up a new decor, merchandising and vibe each week with DJ sets alongside the fashion, through Oct. 13.

The retail concept was initiated by Simons, his commercial director Charlotte Arts and the photographer Willy Vanderperre.

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