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Boston Retail Incubator The Current Unveils New Brand Pop-Ups

Photo courtesy of Boston Seaport by WS Development

The Current, a retail incubation offering of pop-up shops in Boston Seaport, has unveiled its latest collection of shops, all opening May 1-5. Now in its third year, The Current is located adjacent to Seaport Common, which welcomes families picnicking, local open markets and the Seaport Sweat free workout series come springtime.

With most of the shops open through mid-August, the brands joining the spring and summer lineup include:

Myoli Bay, a sustainable swimwear line made from recycled plastic water bottles that is opening its first brick-and-mortar space. The brand will launch its first children’s clothing line at The Current. Additional in-store offerings will include hats, tees and gaiters, alongside products from other local small businesses including Darwin, Sōp, Grey Lady Candl and more. Raising awareness of plastic pollution, 15% of all Myoli Bay profits are dedicated to ocean and beach cleanups.

Love Child, which merges florals and cocktail-making-supplies. The pop-up will carry fresh and dried florals in ready-made arrangements and will encourage a green approach to floral design with a Bring Your Own Vase Program allowing customers to drop their own vase off at the store and pick up a floral arrangement at a later date. Love Child also features a variety of cocktail-making supplies, a number of which are from New England small businesses and female makers. The brand will host monthly events in-store and also will offer the Flowcode QR code technology in its exterior design experience. Passersby can scan to the Love Child Flowpage to explore event happenings, virtual experiences and online shopping.

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Studs, a New York-based ear piercing and ear accessories studio opening its first-ever pop-up. The décor-driven experiential destination will feature a high-design installation for selfies, two ear-piercing rooms and a wide assortment of earrings.

Injeanius, which opened in fall 2020, will remain part of the shopping experience. The space will offer jeans from sustainable denim companies such as Citizens of Humanity, AG, Agolde and MOTHER denim, as well as various tops, T-shirts, sweatshirts and casual items. The pop-up will continue to offer its Blue Jeans Go Green program that rewards customers who bring in a pair of jeans to recycle with a special offer in the store

Booty by Brabants will return for its fifth Seaport pop-up. This is the first time that the female-owned athleisure brand is taking over two side-by-side spots at The Current. The space will feature a swanky ’80s Brazilian beach vibe.

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