The rise of direct-to-consumer, online-only brands has transformed how we shop, but there comes a time when every digital brand must step into the real world. For Daily Drills, a Los Angeles-based loungewear brand founded by Kennedy Crichlow and Mary Ralph Lawson, that moment came with their first-ever pop-up event in New York City’s SoHo. Known for its sporty yet elevated loungewear and celebrity following, Daily Drills has built an impressive online presence. However, the recent “Surf Shack” pop-up was a pivotal turning point in the company’s trajectory, pushing it toward mainstream success and expanding its reach in ways that an online store alone could not.
This pop-up was not merely a temporary storefront—it was a well-crafted PR activation that positioned Daily Drills for long-term success, transitioning the brand from an e-commerce darling to a lifestyle brand with a tangible presence in the real world. The event showcased how an online-first brand can leverage physical retail to deepen customer relationships, increase brand visibility, and set the stage for future growth.
The choice of theme for Daily Drills’ first pop-up was both strategic and symbolic. Dubbed the “Surf Shack,” the event aimed to bring a slice of laid-back California beach culture to the heart of busy Manhattan. The store was designed to immerse visitors in the Daily Drills lifestyle from the moment they walked in, with details like a cabana-striped awning and colorful longboards creating an atmosphere that was both nostalgic and aspirational. By combining the coastal aesthetic with the energy of New York City, Crichlow and Lawson created an experience that was not just about the products, but about living the Daily Drills brand ethos.
This immersive experience marked a turning point for Daily Drills because it allowed customers to engage with the brand in a more personal and emotional way. Moving beyond the limitations of the digital space, the pop-up gave customers the opportunity to touch, feel, and try on the products they had previously only seen online. This real-world interaction solidified the brand’s identity and helped convert casual online followers into deeply invested customers. From a PR standpoint, the event successfully translated Daily Drills from a digital brand into a full-fledged lifestyle, creating a narrative that could now live beyond social media and e-commerce.
The pop-up wasn’t just about creating a beautiful space—it was about using the physical event as a vehicle for expanding Daily Drills’ customer base. The founders built their brand using a drop-based model, releasing new products every two weeks to create anticipation and urgency among their audience. With the “Surf Shack,” they brought that excitement to life in a physical retail setting. Each day of the pop-up featured a new, limited-edition colorway of their oversized crewnecks, a clever move that incentivized repeat visits and helped fuel the hype surrounding the event.
This strategy marked a shift in Daily Drills’ approach to customer engagement. Previously, the brand relied on its bi-weekly product drops to maintain momentum online, but the pop-up showed that they could replicate—and even heighten—that same level of excitement in a brick-and-mortar setting. By introducing daily exclusives, Daily Drills not only drove traffic to the event but also created a sense of urgency and exclusivity that digital-only brands often struggle to achieve in physical retail. From a PR lens, this tactic turned the pop-up into a media event, with customers sharing their experiences on social media and driving organic drive around the brand.
Celebrity endorsements have always played a big role in Daily Drills’ success. The brand has been spotted on famous faces like Jessica Alba, Olivia Jade, and Hannah Brown of The Bachelor, helping to build its reputation as the go-to label for stylish, comfortable loungewear. However, the pop-up allowed the brand to go beyond influencer marketing and build direct relationships with its customers.
At the Surf Shack, Daily Drills fostered a sense of community through interactive elements like in-line games, New York-themed boat totes, and downloadable sticker packs, which allowed customers to engage with the brand and each other while waiting to shop. This level of engagement was a critical turning point because it demonstrated that Daily Drills is more than just a fashion brand—it’s a community.
The PR strategy behind the pop-up capitalized on the brand’s existing fan base while also extending its reach. By hosting the event in New York, exposed Daily Drills to a broader audience, introducing the brand to those who may not have discovered it online. Additionally, by aligning with the city’s high foot traffic and fashion-forward culture, the pop-up brought Daily Drills into the spotlight in a market that values both style and accessibility. From a PR perspective, the choice to hold the brand’s first in-person event in a major fashion hub like SoHo was a smart move, positioning the brand for greater visibility and future expansion.
Perhaps one of the most significant aspects of the Daily Drills pop-up was its role as a testing ground for the brand’s potential move into permanent retail spaces. The event allowed the experiment with the logistics of a brick-and-mortar operation while gathering invaluable feedback from customers. It was also the first time that customers could try on Daily Drills clothing in person, giving the brand new insight into how their products were perceived and experienced in a physical space.
This moment was pivotal in Daily Drills’ journey, marking the brand’s transition from a purely online retailer to one that is exploring the possibilities of permanent physical retail. The success of the pop-up has likely opened the door to future activations, and potentially, a long-term retail presence.
The Daily Drills “Surf Shack” pop-up was more than just a retail event—it was a turning point for the company’s growth and success. By leveraging an immersive, experiential marketing approach, transformed Daily Drills from an online-only brand into a lifestyle experience that customers could engage with in the real world. The event was a PR triumph, expanding the brand’s reach, deepening customer loyalty, and setting the stage for future growth both online and offline.
Through strategic PR moves like daily limited-edition drops, community-building activities, and an immersive store design, Daily Drills demonstrated how pop-up events can be a powerful tool for driving brand awareness and success. As the brand looks to the future, it’s clear that the Surf Shack pop-up was just the beginning of Daily Drills’ journey toward becoming a household name.
CATIE COOPER 
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