Jordyn Woods is bringing her fashion label out of the internet and onto a SoHo sidewalk for the first time. WOODS by Jordyn will set up a Halloween weekend pop-up at 131 Greene Street from October 31 through November 1, running 11 a.m. to 6 p.m. daily, marking the brand's first physical retail experience since it launched in 2023.
According to EBONY, the pop-up takes over Shopify NY, the e-commerce platform's SoHo outpost, giving Woods a brick-and-mortar stage to meet shoppers who've only known her brand through Instagram and online orders. Woods has described the moment as a full-circle one, saying that bringing WOODS to life in one of her favorite cities felt that way, and adding that she was looking forward to meeting visitors and welcoming them into the world of WOODS, per the same outlet's report. RSVPs are being handled through the link in her Instagram bio.
From Body-Positive Dresses to a Courtside Phenomenon
WOODS by Jordyn didn't start as a handbag label. When it debuted in January 2023, the brand launched as a body-positive, curve-loving eveningwear and dress line, according to Galore. Since then, the line has expanded from dresses into handbags and footwear, the same product evolution that eventually produced the item now synonymous with Woods in New York: her orange Tux Clutch.
That clutch became a good-luck charm for the New York Knicks during their 2026 championship run, and later a viral fashion moment in its own right, per EBONY's reporting. The bag's reach went well past basketball and fashion circles entirely — the Solomon R. Guggenheim Museum hosted the clutch for a five-day public exhibition in June 2026 following the Knicks' NBA Championship victory, an exhibition suggested by Knicks center Karl-Anthony Towns after the bag became a fan superstition during the team's postseason winning streak, according to the Solomon R. Guggenheim Museum.
During the Knicks' championship ticker-tape parade that same month, New York City Mayor Zohran Mamdani held the orange Tux Clutch Mini as a symbol of the team's postseason luck, as reported by Complex. When Madison Square Garden enforced a strict no-bag policy during the 2026 NBA Finals, Woods adapted by wearing custom shoes made from the same orange clutch material to keep her courtside brand visible, according to Business Insider.
Exclusive Previews and a Love Island Collaboration
Shoppers who show up this Halloween weekend won't just be browsing existing inventory. The pop-up will feature an exclusive in-person preview of the Tux Clutch and Mini Tux Clutch in Canvas before their online release, alongside pieces from a fall collection collaboration with Aniya Harvey, according to event details published by Shopify NY.
The venue itself has history. Shopify NY at 131 Greene Street is an event venue in SoHo. The building underwent a $6 million structural renovation by Google before Shopify subleased it as a permanent home for e-commerce pop-ups, according to The Real Deal.
A Career Built Across Fitness, Fashion and Now Retail
Woods' path to a SoHo storefront runs through more than one industry. Separately, FRSTPLACE is a fitness app that launched in 2019 and offers workout guidance. Last month, Woods received the Fashion Game Changer award at The Daily Front Row's 13th Annual Fashion Media Awards during New York Fashion Week, per the Daily Front Row.
Woods' ties to New York also run through her personal life. She married Knicks center Karl-Anthony Towns in Malibu, California in August, following a relationship that grew out of a long friendship dating back to the COVID-19 pandemic, as Hoodline previously reported. Towns' move to the Knicks is another link between the couple and New York, alongside Woods' expanding her brand's footprint in the city where her husband now plays.
EBONY describes Woods today as both an entrepreneur and a certified courtside fashion figure, and the SoHo pop-up gives her a chance to put that reputation on a storefront for the first time. She has said she plans to use the weekend to meet supporters, introduce new customers to her brand, and strengthen WOODS by Jordyn's physical presence in New York City.
