New York's Wooster Street is home to some of the world's most coveted luxury fashion brands. But a line down the street on Friday wasn't to get into Moschino or Céline; it was for the fashion pop-up store of a pornography website.

Located in the heart of SoHo — a New York shopping destination — the temporary store sells an array of street wear, books and select gifts.

The line down the street outside the store Friday indicated at least a novel interest in the retail options, although the opening had also promised meet-and-greets with performers from the website.

"I wouldn't really recommend buying the apparel here, but I would recommend stopping by because it's unique and cool," one shopper said.

"But I don't know how great it is to walk around with a big Pornhub logo on your shirt," he added.

In a retail climate where some brick-and-mortar stores are struggling to keep their doors open in the face of online competition, it's unique to see a website opening a physical shop, shoppers pointed out.

A customer who gave her first name as Gill was checking out the store Friday with her friend and boyfriend.

She had heard of the opening on Chinese social media, and said she liked the clothing options on display. "It's really rare to hear of a website opening a pop-up store," she said.

Other shoppers said they were drawn to the pop-up through curiosity.

Pornhub's debut retail store opened on Black Friday and will run through to Dec. 20. Visitors to the shop must be 18 or older.