Antisocial Social Club and Frenzy trial "dropzone" event to promote new collab
The streetwear brand is teaming up with Frenzy to sell a new hoodie using the “dropzone” model, in which buyers must check-in to a physical location to purchase the product online.
Antisocial Social Club will host the dropzone event on Saturday afternoon at Elysian Park in Downtown Los Angeles. Guests will be able to buy a limited edition version of their signature sweatshirt only by using the Frenzy app while at the event.
The dropzone model is meant to mimic the traditional feeling of a new product launch, but without the hassle of waiting in line. The Frenzy app, which is run by Canadian tech company Shopify, launched in November and allows users to purchase products at specific events. The app uses Touch ID and Apple Pay to facilitate the payment process. Shopify runs numerous e-commerce platforms for brands such as Kith and Kyle Jenner.
Frenzy has primarily worked with streetwear and sneaker brands since its launch. In March, it dropped the Yeezy Boost 350 Zebra in Canada. The Antisocial Social Club launch represents its first U.S. event.
Frenzy Product Manager and Co-Creator Tucker Schreiber believes the dropzone technology could open new doors for fashion, particularly brands wanting to utilize the “see now buy now” model for their runway shows. Schreiber says the model could be extended to any store as well, such as showrooms or pop-up shops that want to drive high traffic to the shop but have limited on-site inventory.
Following the Antisocial Event, Frenzy says it has more dropzone launches planned for other U.S. cities like New York and Chicago, and even plans to expand to Europe in the likes or Paris or Milan.
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