Behind the Leather: An Interview with Rosa Halpern, Founder of x The Namesake

For the past few years, the streets of NoLita have been graced by the presence of By The Namesake, a Toronto-based custom leather brand that has become a familiar face in New York's pop-up scene. With seven pop-ups under their belt, Rosa Halpern, the creative director and founder, has found a home in the heart of downtown Manhattan, thanks to Parasol Projects. We sat down with Rosa to talk about her journey, her brand's love affair with New York, and the magic of pop-up culture.

"We Keep Coming Back"

Rosa's pop-up story with Parasol Projects began in 2018 or 2019, right next door to their current location at 251 Elizabeth Street, a venue Parasol no longer manages. "We were blown away by the foot traffic and the mix of people in this neighborhood," Rosa recalls with a smile. "It's a crowd that appreciates well-made, artisanal designer items and is willing to discover something special, away from the big box stores."

The connection to this corner of the city is more than just business for Rosa; it's deeply personal. "My very first job as a student in New York was at Prince and Elizabeth, at a store that's no longer there. Coming back and doing my own pop-up in the same area was a full-circle moment for me." Since that first pop-up, By The Namesake has explored other neighborhoods but always finds itself drawn back to this vibrant corner of NoLita.

What Makes a Space Perfect?

Selecting the right location for a pop-up is a nuanced art, and for Rosa, 251 Elizabeth checks all the boxes. "The location gives us everything we are looking for," she says. The foot traffic in NoLita is consistently high, attracting both loyal customers and new faces who wander in, intrigued by the unique leather offerings on display. Rosa's team cherishes these moments of connection, where a passerby can become a lifelong client.

The Pop-Up Experience

Stepping into a By The Namesake pop-up isn't just about shopping-it's about engaging with the brand on a personal level. "We want our visitors to experience our custom leather process firsthand," Rosa explains. "You can pick your base style, leather, hardware, and lining, and we even offer custom fitting on the spot. We also have ready-to-wear items that you can walk away with immediately."

But it's not just about the merchandise; it's about the environment. "Parasol's locations feel polished and permanent, not like temporary pop-up spaces," Rosa points out. "People often come in and think we've been here all along, which is the best compliment we can get."

Balancing Goals: Sales and Brand Awareness

Rosa is clear about what success looks like for her brand. "Our goal with each pop-up is always twofold. We want to sell product and recoup costs, but equally important is brand awareness. We want to connect with new people, whether they're customers, stylists, media, or others in the industry."

This dual focus drives how Rosa approaches each pop-up, blending direct sales with broader marketing strategies. "We run social media campaigns, partner with a PR agency, and even host VIP walkthroughs to introduce tastemakers to the brand. It's all about creating those personal connections that last beyond the duration of the pop-up."

The Return to In-Person Shopping

By The Namesake's commitment to in-person shopping feels especially poignant in a post-pandemic world. "We've noticed a real shift back to physical shopping," Rosa notes. "People crave the tactile experience of shopping, especially when it comes to something as personal as custom leather."

Advice for Aspiring Pop-Up Brands

Rosa's advice for other brands considering a pop-up is simple but essential: "Be clear on what success looks like for you. Whether your goal is brand awareness, sales, or something else, knowing what you're aiming for will shape your entire approach." She also emphasizes the logistics involved, from renting fixtures to designing a cohesive space, and encourages brands-especially those from out of town-to fully understand the commitment required.

For Rosa and By The Namesake, pop-ups are more than just a business strategy; they're an opportunity to build meaningful connections in the city that continues to inspire them. And as they open the doors to their seventh pop-up with Parasol Projects, it's clear that this leather brand has found its place in the heart of New York, one pop-up at a time.