Why Urban Outfitters is giving Philadelphia creators an international stage
Philly-based creator PISHPOSH has launched two clothing lines with the brand. (photo by Durrell Hospedale)
When people ask Emani Harris if she ever thought she'd sell her clothes in Urban Outfitters, she ditches feigned modesty for the facts. Her answer is “Yes, because I manifested it,” and Harris has the receipts. As a college student in North Carolina, she told a local paper that before opening her own store, she wanted to get the clothing giant’s attention.
“I thought my brand aligned with Urban in 2018, and I got the call three years later,” said Harris, also known as PISHPOSH, who was surprised to hear that the jeans in her latest collection already sold out. “I’ve grown an online presence, but there are so many more people I want to reach.”
As a Philadelphia native, Harris is focused on building community alongside a company with close ties to her city—the first Urban Outfitters, which is headquartered in the city, opened across the street from the University of Pennsylvania in 1970. Through live activations that reach niche audiences, Urban is using an international stage to encourage local pride. While the retailer has over 700 stores globally, it is recognizing the power of more intimate experiences in building both consumer and creator loyalty.
“We’re building a space that has everything you need and nothing you don’t,” said Will Toms, who recently partnered with the duo on an activation for his members-only creator club REC, “because that’s what it means to be a Philadelphian.”
Finding in-person touchpoints
Last month, REC hosted Creator Day, an in-person activation sponsored by Google that featured a live painting session with PISPOSH and Urban. Taylor Berringer, senior influencer manager at Urban Outfitters, stressed that the company is distinctly focused on uplifting local talent. Tierra Whack, an artist from Philadelphia who headlined the brand’s South by Southwest activation, brought other talent from the city as her opening acts.
“We were born and bred in Philly, and we want to make sure people know that,” said Berringer. “It just makes sense to see how as an international brand, we can reach into our local communities and give them the spotlight.”
Toms has made it his mission to break down the “isolation chambers” that stifle creative growth. By the time she left Creator Day, Harris said she was able to land several interviews and a trade show in Las Vegas.
“The level of trust you can build with someone from just feeling their energy in real time is just different from how we approach people on the internet,” he said. “A lot of the best creative collaborations have happened through that level of serendipity.”
Building creative tenure
Harris said that landing a line with Urban isn’t just a fleeting milestone in her career. She wasn’t in a rush to open her own clothing store when she was quoted in a newspaper in 2018, and that reigns true today. After painting for her first line, Urban gave her the opportunity to manufacture her second line. As she targets the home section of the company, Harris is also looking to bring other local artists into the mix.
“When I get an opportunity, I want to bring everyone I know into that opportunity,” she said speaking to the “unmatched niche of Philly artists” that breeds distinct work and community—something that Urban has acknowledged and respected.
She noted the autonomy the brand has given her throughout the creative process—in addition to launching two lines, she’s had the freedom to select photographers, hair stylists and makeup artists for shoots. Beyond a siloed designer, Harris has been treated like a strategic partner that is holistically valuable to the business.
“When we talk about the growth of the creator economy, it’s really this societal shift of people rethinking how they’ll make money, instead of whether or not they will,” said Toms. “The world is catching up to artists as value creators.”
