The Iron Dames Collection has taken its next step at Le Mans, with the very first pop-up store open and ready for spectators to visit over the next week. It marks a momentous step for the collection, which began just at the end of last year. The store is part of the Iron Dames’ event-long campaign, ‘Every Dream Matters’ and features a new, limited-edition collection alongside the established items from the online store. The aesthetic of the shop blends in with the message of ‘Every Dream Matters’ and its bold, bright magenta synonymous with the Iron Dames stands out in the fan village at Circuit de la Sarthe. During the test day, the queues were forming right away. The shop will remain open throughout the week, right through to the big race. Additionally, as part of ‘Every Dream Matters’, we are encouraging visitors from all ages and all backgrounds to write their dreams on notes to incorporate onto our walls around the shop. The Iron Dames online shop can be found here: https://www.irondames.shop and more info can be found here: https://lnkd.in/ejGvJ3Hu Incorporating a store at one of the biggest sporting events in the world showcases how far the Iron Dames’ message has spread ahead of what will be the sixth entry for the all-female crew at the famous race. Since the highly anticipated launch of the shop in 2023, there has been more and more magenta on show trackside. #EveryDreamMatters #WomenDrivenByDreams
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