Picture this: you're walking down Lafayette Street in SoHo, and HARK you hear an angelic chorus of voices. Not a lone busker. A full choir, live, harmonizing you toward a Manhattan storefront like you're being personally welcomed into mac heaven. You follow the sound. You end up waist-deep in a pit of noodle-shaped stuffies, Cheddy Mac Cup in hand while a six-foot noodle mascot high-fives a stranger over your shoulder. Reader, this was real life. From Friday, May 15th through Sunday, May 17th 2026, we took over 188 Lafayette Street for a three-day pop-up, and it was every bit as unhinged — and as delicious — as it sounds.

Bringing our Santa Cruz Weird to SoHo

NYC is no stranger to brand pop-ups, so we knew we had to bring our signature Santa Cruz style to make a splash. Before you even got inside, the block felt…different. More whimsical. Just plain Gooder. Cars wrapped floor to roof in GOODLES gear. A line of new and forever fans curling around the corner. And weaving through it all: the Liberty Girl Skate Team, building excitement and tossing swag and lollipops in their path. It wasn't a typical launch event with a step-and-repeat and a DJ. We wanted to throw a block party — one that just happened to be sponsored by a mac and cheese brand.

The Mac Pit, a Live Choir, and a Palm Reader (Yes, Really)

We've always done things our own way, and this event was no different. Once inside, you could dive into the mac pit, a pool of plush noodles shaped like our actual pasta. You could get your palm read (the future looks cheesy!). You could crank a 90s-style gumball machine and walk away with a flash tattoo, a pin, or a sticker. There was merch you'd actually want to wear — sweatshirts, hats, tees — plus a station serving up free microwavable Cheddy Mac cups, and a tote-making table where you picked your own patches — things like "Gouda Vibes Only" and "Cheesin' for a Reason" — and ironed them on yourself, so you left with a OOAK mac memento. There was even an old-school rotating postcard rack, stocked wall to wall with custom GOODLES postcards — wish you were here, f’real. 

The Line was the Place to Be  

Co-founders Jen Zeszut (CEO) and Paul Earle were out on the sidewalk, in the actual line, talking to whoever was next to them. Not a meet-and-greet with a velvet rope (that’s SO not our style). Just two people who make mac and cheese, standing in the sun with everyone else, hearing what people loved and why they'd shown up. Between the founders, the skate team, the choir, and the palm reader, waiting in line was where the party started.

We <3 Our Fans 

Our people SHOWED UP. Folks traveled to NYC all the way from Florida and Utah, specifically for our event. Two of our biggest super fans, Hank and Camryn, flew in and then asked if they could work the pop-up instead of just attending it — Hank spent the whole weekend greeting people in line in a full Cheddy costume (ICONIC). Nobody asked them to fly in. Nobody asked Hank to sweat it out in a giant noodle suit in May. That's just who our fans are: the ones who show up, suit up, and turn a pop-up into a homecoming. GOODLES Clubhouse exists because of people exactly like them. 

We can’t wait to do it again! What city should we hit next?

FAQ: GOODLES' NYC Pop-Up

Where and when was the GOODLES NYC pop-up? GOODLES hosted a three-day pop-up from Friday, May 15th through Sunday, May 17th 2026 at 188 Lafayette Street in New York City.

What was there to do at the GOODLES pop-up? Fans could climb into a mac pit filled with noodle-shaped stuffies, get their palm read, make their own custom patched tote bag, spin a gumball machine for flash tattoos, pins, or stickers, grab a free microwavable mac cup, and watch a live choir and a roller skate team perform throughout the weekend.

What made the GOODLES pop-up different from other NYC pop-ups? Instead of treating the wait as a formality, GOODLES turned the line itself into the experience — with founders talking to fans in person, live entertainment, and hands-on activities — rather than a table where people simply picked up free merch and left.

Did GOODLES fans travel for the pop-up? Yes! Fans traveled from as far as Greenwich, Connecticut and Salt Lake City, Utah. Two super fans, Hank and Camryn, flew in and volunteered to work the event, with Hank greeting guests in a full Cheddy mascot costume. Iconic. 

What is GOODLES Clubhouse? GOODLES Clubhouse is the brand's devoted fan community. At the NYC pop-up, Clubhouse members were given an exclusive heart-shaped patch not available to the general public.