Julian Edelman Brings JE11 to The Shop on Newbury Street

You might catch New England Patriots wide receiver Julian Edelman skateboarding down Commonwealth Ave. or at the Newbury Street Shake Shack, where he occasionally treats himself to a burger (two if the Patriots win). But this week, while the Pats have a bye, Edelman will be hosting a pop up store in The Shop retail incubator down the street.

Shoppers can expect various merchandise from JE11, Edelman’s brand, such as apparel, custom JE11 skateboards, and a children’s book based on Julian’s career titled “Flying High.” The first 50 people will receive a free Boston Edition snapback.

JE11 is officially the second brand to take over The Shop – an innovative, semi-permanent pop up space that features local entrepreneurs and well-established brands. Craft & Caro will follow next week, bringing their unique selection of gentleman’s essentials. Other pop ups include La Mia Moda Boutique, Brunswick Park, York Athletics, Gelato Fiasco, Lark Hotels, and yet another mystery guests. Stay tuned, shoppers.

The Shop Newbury StreetThe Shop is located at 144 Newbury Street.

JE11 will be at The Shop from Thursday, 11/3 – Sunday, 11/6.

See the full slate of incoming brands here.