When did journalism become THE hip hobby for New York socialites? In addition to Fabiola Beracasa’s show-and-tell gig for New York, Derek Blasberg, the ubiquitous man-about-town, is blogging for Style.com. Today he writes about the forthcoming Trovata pop-up store in the back of Earnest Sewn’s boutique on Washington Street in the Meatpacking District.

Mr. Blasberg, who reportedly dates former Vogue assistant Lyle Maltz, kicks his post off with a clever ha-ha, writing: “Not too long ago, a back room in the Meatpacking District meant something entirely different…The back room [at Earnest Sewn] is designed for retail, as opposed to other dark ‘n’ dirty activities.”

It’s true: Trovata, a design team known for its “artfully disheveled prep,” will not be the first company to set up shop in the Earnest Sewn boutique, whose front room sells their own oh-so-trendy jeans, Barbour jackets and Filson luggage. In the recent past, they’ve hosted Motorola, Phaidon and Malin+Goetz.

Scheduled to open on January 9, the Trovata collaboration came about because, according to Earnest Sewn’s Scott Morrison, the fashion brand “has always done a great job of creating fun, fashionable clothing with a classic twist,” he told Mr. Blasberg. “The label draws inspiration from a traditional American lifestyle, and they absolutely complement our customer's sensibility.”

Trovata’s last remaining founding designer, John Whitledge, is also stoked about the pairing. “It was an easy decision to collaborate with Scott and his team; I believe the brand shares a similar aesthetic and appreciation for creating a visually dynamic environment that centers around a complete experience,” he said.

To celebrate the collaboration, a party will be thrown in the store on January 17.