Photos Courtesy Thilo Ross (Image Agency)

Not Just A Label’s independent design ethos takes its first IRL step into Manhattan tonight. The e-comm giant and supporter to more than 20,000 brands from around the globe has opened its holiday pop-up shop at the Waldorf Astoria in partnership with the Made in NY initiative. “[They] made this whole project possible,” said NJAL Founder Stefan Siegel.

The shop is NJAL’s first in the United States and will showcase 100 independent designers over the course of its 10-day residency, all of which are New York-based and produced. Siegel referenced the unique ability of New York over other fashion capitals to produce within its own borders as inspiration for creating the shop. “New York still has a fairly intact garment industry, which makes it unique and this is something we’d like to underline more,” he said.

In conjunction with the pop-up, a bevy of talks and workshops centered on New York design will take place within the space. “In our eyes retail should never be the only focus,” Siegel said. “We want to give back to the community and also allow for a knowledge exchange to happen.” Highlights include talks guided by Siegel with PR maven Kelly Cutrone and Parsons School of Fashion Dean Burak Cakmak, both focused on what it truly means to be “Made in NY.” Another conversation, this time guided by the CFDA’s Sara Kozlowski, will take on New York’s fashion education system with all of its power players.