Great Buy 99

The Objective

Unearth the true beauty and magic of one of the 90’s most iconic brands, and create massive buzz on their 25 year anniversary.

The Approach

To expand on the brand’s legendary symbol “Great Buy 99¢” that has become a part of contemporary Americana and a meme of 90s pop-culture we opened the “Great Buy 99¢ pop-up store on Crosby Street in Soho, a unique retail experience that riffs on the classic New York 99¢ store, set amongst the high-profile chi chi boutiques of this luxury shopping mecca.

To fill the store, we designed a spectacular capsule collection featuring over 100 bespoke sewn pieces, inspired by the vibrancy of AriZona’s beloved checkerboard, Aztec and cherry blossom patterns. Items included French terry hoodies, hand dyed silk pajamas, skateboards, custom designed Nike Air Jordan’s and even Brian Atwood –deigned sequined cherry blossom stiletto’s. We also created an array of household and lifestyle items including GB99 rolling papers, ashtrays, lip balms, air fresheners, plush beach towels, pool floats and more.

To immerse fans deeper into the brand, we created the ultimate AriZona Green Tea Cherry Blossom experience where guests could sit under a golden tea pagoda, set amongst cherry blossoms, next to a real Koi fish pond. Guests also had the opportunity to customize items purchased with onsite embroidery or customize themselves with a real Arizona micro-tattoo by one of our visiting celebrity tattoo artists.

By taking the key essence of the brand and permeating it through a multitude of different culturally relevant opportunities - streetwear, beachwear, lifestyle, music and art, we wanted to reward lifelong fans of the brand as well as attract new and younger consumers and turn them into fans.

The Results

• Lines around the block in the pouring rain, an outpouring of love from fans and the media, a ton of sales and even a couple of royal wedding memes to boot!

• Press: Cool hunting; Stupid Dope; HypeBeast; High Snobiety; People; Time Out; NBC; Forbes.

• Co-owners Wesley and Spencer Vultaggio:
“We have been stopped in the street numerous times when people see us wearing the new merch.” Wesley adds, “a guy on Mercer street insisted I sell him the GB99 Baseball cap right off my head. I let him have it for 99¢.”