Rick Owens Opens a SoHo Pop-Up A pop-up store in SoHo called DRKSHDW features Rick Owens's secondary line of jeans for men and women, plus elongated tank tops, denim jackets, asymmetrical zippers and high-tops. THE NEW RICK OWENS store, which opened on Tuesday at 70-72 Wooster Street in SoHo, is called DRKSHDW, or Dark Shadow, minus the vowels. It is written, counterintuitively, in bright neon lights hanging vertically just above the entrance. The only shadows here are the clothes, the loose-collared, inky black denim jackets and elongated sleeveless shirts in various shades of charcoal that suggest, as Mr. Owens said, "workers" uniforms from an Art Deco prison." "I like reducing things to what's essential," Mr. Owens said. I like erasing the unnecessary, doing things shorthand and getting to the point. Wh nds vwls, nywy? It is for this reason that the casual shopper who is even slightly familiar with the darkly cool aesthetic of Mr. Owens will have no trouble recognizing the store as one of his, even though his name is not present, not even on many of the clothing labels. The ultrahigh high-tops, priced from $750 to $850, show an image of Mr. Owens; a long off-white knit tank, $248, just has a couple of parallel bars where the label should be. While his recent signature collections in Paris have been critical hits that combine daring fashion with technical wizardry, Mr. Owens said that DRKSHDW, a diffusion line, has developed its own character, "and dare I say, a fan base." It was introduced several years ago when his company began to expand and more retailers wanted to carry pieces from the collection (not that Mr. Owens thinks of himself as being an empire builder). "It's not like we're Armani or something," he said. The store, a temporary outpost that will be open through Oct. 26, is an experiment to introduce his designs to another neighborhood in New York, on a more trafficked street (near Spring Street) than the site of his store at 250 Hudson Street. Another one will open in London on Sept. "I'm more into fun now," Mr. Owens said. I feel a little more confident or comfortable, but definitely not complacent. I feel like I can afford to be a little more playful now. At the Wooster Street location, little was changed from the raw and spare space that was already there, besides adding slabs of fluorescent lights and a long black plywood and marble bench (a Rick Owens design) in the center of the store, which is framed by racks of women's and men's clothing. There are several styles of jeans (around $420) and a nylon navy flight jacket for $1,425. A women's denim jacket, with Mr. Owens's distinctive asymmetric zippers and drainpipe leather sleeves, is $1,188. It's probably worth noting that some people, encountering a salesman wearing an elongated tank top over double-layered shorts, might mistake the store for a showroom of straitjackets. But with Mr. Owens, either you get it or you don't. "I'm very pragmatic when it comes to clothes," he said. Even when I'm doing the women's runway, which should be the most outré, I'm thinking about what people wear in summer. They want tank tops and shorts. Underneath it all, it's essentially halter tops, tube tops and shorts. I'm just trying to blend it all together.