In 2012, when Kevin Lavelle launched “the world’s most comfortable” dress shirt for men, he had a great idea—but no distribution outlet. That gave him the idea for Mizzen+Main, his digitally native brand that found e-commerce success before expanding to a physical presence in more than 400 retail locations. Creating a distinctive place in the oversaturated dress-shirt market was as much a testament to the product as to the brand’s innovative use of pop-ups and complementary online and offline strategies (not to mention successful endorsement deals with athletes like J.J. Watt). In this behind-the-scenes session at Mizzen+Main’s new N.Y.C. pop-up, Lavelle will share his experiences navigating the turbulent waters of the dynamic retail world, while engaging in a back-and-forth discussion with participants on how to harness the strengths and capabilities of digitally native vertical brands. Plus, you’ll get to experience Mizzen’s latest style offerings with a relay game!