Seaport Square
Update
09/28/21
WS Development & Klaviyo Announce Klaviyo @ The Current
FALL AND WINTER LINEUP FEATURES A UNIQUE MIX OF EMERGING BRANDS, INCLUDING LUXURY PYJAMAS, STYLISH WIGS, CUSTOM DENIM JACKETS & BOSTON CELTICS’ JAYLEN BROWN’S RETAIL LINE
Boston Seaport by WS Development and Klaviyo, a leading customer data and marketing automation platform based in Boston, today announced a first of its kind partnership for both companies: Klaviyo @ The Current. Both Klaviyo and WS believe in building community through lasting relationships, and meeting the customer where they are through both physical and digital touchpoints. It's this idea that drove the connection of these visionary brands. To further help businesses own their growth, Klaviyo, in partnership with WS Development, will also launch the Klaviyo Owned Growth Grant competition and award one business with a grant for $25,000 and the opportunity to pop-up at The Current in 2022.
Klaviyo @ The Current will be open from October 1, 2021 through mid-January, 2022, and features an exciting lineup of seven retail brands. The latest collection of shops at Klaviyo @ The Current includes five local and female owned businesses, two Black owned businesses, and the first physical storefront for four brands: Maison Nou, a global luxury pyjamas brand; fashionable retail brand 7uice, created by Boston Celtics player Jaylen Brown; WAEVE, a Boston beauty startup selling wigs for Black women; and Aloe Attiva, an Italian skincare line made with aloe. Also debuting is local brand BROdenim, which creates one-of-a-kind custom denim jackets, sweatshirts and accessories. Local boutique Injeanius, which opened last fall, will remain part of The Current’s shopping experience, as will Studs, a New York City based ear piercing and ear accessories studio. Klaviyo @ The Current is located at 100 Seaport Boulevard, adjacent to Seaport Common.
“Klaviyo @ The Current, places more emphasis than ever on supporting emerging brands. Klaviyo is powering the digital side of businesses, and WS is powering the physical; it's a match made in heaven. We believe retailers need both the physical and digital components to be successful and meet their customers where they are. Our latest mix of shops introduces Bostonians to an ever-exciting retail experience with a fantastic mix of categories by locally owned businesses,” said Carina Donoso, Senior Director of Retail Experience & Incubation, at WS Development.
“Our vision at Klaviyo is to empower creators to own their destiny. Online or offline, brands should be able to own their relationship with their customers,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “We’re thrilled to partner with WS Development to launch Klaviyo @ The Current and enable visitors to interact with their favorite brands, learn how they got here and how we helped them along the way. We’re also honored to help find the next great business through the Klaviyo Owned Growth Grant competition.”
Celebrating this iteration, on Friday, October 29th at 6:00pm, Seaport will host one of its Tiny Cash Wrap Concerts just outside The Current on Seaport Boulevard with a live performance by current Berklee College of Music student Chris Peters. All attendees will enjoy exclusive offers from The Current, plus the chance to win a Seaport prize pack. RSVPs for the concert can be made via Eventbrite.
Below are details about Klaviyo @ The Current for Fall 2021/Winter 2022; shops will be open seven days a week, Monday to Saturday from 11am–7pm, and Sunday from 12pm–6pm. For more information visit www.bostonseaport.xyz/the-
7uice
Opening October 1
Created by Celtics player Jaylen Brown, 7uice opens its first storefront at The Current. The Boston-based retail brand features a variety of comfort wear, including bucket hats, hoodies, tees, energy shorts, and will feature a series of new collections. 7uice is a brand cultivated around positive energy. Your energy can never die, it can only be transferred. Your 7uice lasts forever. Visit www.7uiceshop.com and follow @7uice to learn more.
Aloe Attiva
Opening October 1
Say Aloe to Italian waterless skincare! Aloe Attiva started with Italian co-founder Marco Vernazza chasing his lifelong American dream of bringing his 25-year natural beauty background to deliver some of the highest quality skincare products in the world. Instead of formulating with water which makes up 80-95% of most skincare products, Marco formulates with Aloe Vera. Taking it a step further, Marco found a proprietary technology to extract the aloe making it 4x more effective than commercially sold aloe. Co-founded with his Boston native family, the Aloe Attiva team decided since they weren’t formulating with water, they would donate it. Aloe Attiva partnered with Matt Damons’ Water.org and donates 10 years of access to safe water for each Power Couple Bundle purchased and has donated over 14,000 years so far. As a first birthday celebration, Aloe Attiva is opening their inaugural brick and mortar shop at The Current. Visit www.aloeattiva.com and follow @aloeattiva on Instagram to learn more.
BROdenim
Opening October 1
BROdenim is a personalized clothing company specializing in high quality, custom denim jackets, sweatshirts, and accessories. The brand was founded five years ago by Boston native, Laura Brodigan, who has garnered a large following through her customized clothing that has been seen at large sporting and corporate events. Laura has since opened a store in Nantucket, MA where customers can design and bring their pieces to life, which will also be offered at BROdenim’s pop-up at The Current. At BROdenim, clients play an active role in designing pieces that are not only fashionable and meaningful to them, but that also showcase their individuality, passions, and creativity. At The Current, customers will be able to choose from a large array of patches to add to fun and trendy sweatshirts, jackets, and accessories, and walk out of the store with their completed design. All patches and clothing will be inspired by Boston lifestyle. Let’s get customizing! Visit www.brodenim.com and follow @brodenim to learn more.
Injeanius
Now Open
Making shopping fun, easier and more approachable for women since 2005, this wildly popular Boston boutique remains at The Current, offering an incredible array of premium jeans, tops, accessories and more. Owner Alison Barnard O’Brien has become the region’s authority for all things denim, guiding thousands of loyal customers and fans who continue to look to her and her Injeanius staff for style tips and the latest in fashion trends. Injeanius will offer some of Alison’s favorite jeans from sustainable denim companies, such as Citizens of Humanity, AG, Agolde, and MOTHER denim, as well as various tops, casual items such as t-shirts and sweatshirts, and an ever-changing, expanding assortment of brands. Injeanius will also be expanding their beloved collection of accessories with additional jewelry, hats, candles and gifts. Visit www.injeanius.com and follow @injeaniusboston on Instagram and @injeanius on Facebook to learn more.
Maison Nou
Opening October 1
Massachusetts-based Maison Nou is a luxury pyjamas brand that will open its first brick and mortar store at The Current, allowing shoppers to find comfortable sleepwear without compromising style. With the philosophy of making getting dressed, or not, be a stress-free process, Maison Nou allows shoppers to wear Maison Nou silk sets to sleep, shopping, or out to dinner. Visit www.maisonnou.com and follow @maisonnou to learn more.
Studs
Now Open
An Instagram sensation and celebrity magnet in New York City, Studs is a décor driven, fun, and experiential destination for ear piercing and earring shopping. The pop-up features a high-design installation for selfies, two ear-piercing rooms, and a wide assortment of affordable, trend-driven hoops, huggies, studs, and dangles for all kinds of earscaping needs. Studs ear piercing is stress-free with safe, clean, curated needle piercings done by professionals. Ear piercing is by appointment only via studs.com; guests must be 18 years or older. Visit www.studs.com and follow @studs to learn more.
WAEVE
Opening October 1
Waeve is the new wig destination that’s changing the way we think about, shop for, purchase, and wear wigs. It’s a new lifestyle brand helping Black girls reclaim their agency in the beauty industry. With its debut “Days of the Week” collection, Waeve offers trend-forward, ready-to-wear real and synthetic wigs at affordable prices that allow customers to change up their hair as often as they change their clothes. With a simple online purchasing experience and complementary Wig Starter Kit, Waeve empowers Black women, inclusive of all Black femmes, to express their current-moment self and reclaim their time so they can focus on what’s most important in their lives.
Waeve was founded in 2018 by three Black women, Mary Imevbore, Susana Hawken, and Tiiso McGinty, who want others to consume wigs in a way that sparks joy and to embrace “Feel Good Hair,” a manifesto dedicated to looking good, feeling good and doing good. To further uplift Black girls, Waeve is committing two percent of its revenue to Black Girls Code. To celebrate the store’s opening weekend at The Current, Waeve is raffling off two tickets to the Bia concert on October 4th at the House of Blues Boston with rapper Don Toliver, and a wig of choice, to those who sign up for Waeve’s email list at the store between October 1-3. Waeve shares real and relatable “Her Hair Stories” on @thewaeve. Visit thewaeve.com for more information.
As Seaport continues to keep safety as a top priority, numerous COVID-related precautions will be implemented at Klaviyo @ The Current. To maintain a safe and controlled environment, each store will be permitted to accommodate a limited number of guests at a time. In adherence with the City of Boston’s latest COVID safety guidelines, all staff and vendors at Klaviyo @ The Current will be required to wear a mask at all times, as are all patrons, and shoppers are highly encouraged to use a credit card for all transactions.
