Jay Z ‘Reasonable Doubt’ Pop-Up Shop NYC: When And Where To Shop The Merch Inspired By Album’s 20th Anniversary

It's the 20th anniversary of famed rapper Jay Z’s debut album "Reasonable Doubt," which means another pop-up shop launch is here. In honor of the album’s anniversary, Roc-A-Fella Records co-founder Kareem “Biggs” Burke, who created the label with Damon Dash and Jay Z, will open a pop-up shop in New York City with exclusive apparel and accessories.

Burke first opened a shop in Los Angeles this past June on Fairfax Ave. with the space entirely modeled after the Brooklyn-based rapper’s apartment from the 1990s.

For the NYC store launch in SoHo, Burke partnered with social shopping website Fancy to open the limited-run shop. Open from Thursday, Oct. 20, through Sunday, Oct. 23, the pop-up will feature a throwback installation which, this time, will be modeled after the original Studio B Control Room at D&D Studios that the rapper used to record the album.

The shop will be open from 11 a.m. until 7 p.m. and shoppers can now purchase tickets on Fancy.com. Although the Fancy tickets might seem steep at $50 a pop, the tickets will allow shoppers to have first-access to the merchandise and a $50 credit will go towards the Roc96 product.

The product itself is sure to elicit a popular response similar to that of the Fairfax District shop. Shoppers can expect themed designer collaboration pieces from Vnyl, Lstn, Ishu, Curioos and Moreca Atelier. Pieces from Roc96 will be available as well, from hoodies to hats. Burke’s own denim line, Fourth November, will also be on sale. If the clothes don’t catch shoppers’ fancy, then the selection of “Reasonable Doubt’s” original masters might.

The shop is sure to attract both Jay Z fans and music lovers alike. The shop space will be a recreation of the rapper’s studios and will feature the original equipment used to record the original “Reasonable Doubt” record. Viewers will even be able to see the original graffiti art that will be re-created in the space by the same artist who first tagged the studio.

“We wanted to give New York a better space,” Burke told WWD. Although it was not confirmed as to whether or not Jay Z himself would be attending the opening, the rapper could very well stop by unannounced during the public opening.

Burke told the fashion outlet that Jay Z came by the Los Angles space.

“Jay Z came the day we opened. He could have come during the private preview, but he came when it was open to the public,” Burke revealed.

The “Reasonable Doubt” pop-up shop will be located at 347 West Broadway, between Grand and Broome Street.