Anti Social Social Club’s Spring/Summer 2024 collection features a first for the Los Angeles-based streetwear brand.
Alongside Anti Social Social Club’s varied assortment of brightly-colored clothing, the new collection also comprises some exclusive luxury collectibles, including two Goyard bags.
First there's the $2,100 Saint Louis PM bag, perhaps the world's most famous tote bag3, that's been updated with ASSC branding.
Then there's the Goyard Portefeuille Matignon GM, a compact zip-up wallet that'll cost you the best part of $1,600.
Other luxury pieces from the ASSC collection include Maison Raksha-engraved Apple AirPods Max, a Rimowa Classic Cabin carry-on, and a Pro Hunter-customized $29,000 Rolex made from a genuine Rolex.
It's worth noting that though watch modification company Pro Hunter used a real-deal Rolex watch as the basis for this custom piece, Rolex itself would not consider it "authentic" because the original parts have been modified.
Additionally, while these luxury products are arriving as a part of ASSC's SS24 collection, the brand clarified that they are not actually collaborations: "While the products are authentic and customized by ASSC, they are not official collaborations with the mentioned brands.”
While including customized luxury products within a seasonal collection isn’t revolutionary, it is a first for ASSC, a brand that's no stranger to controversy.
After a spike in popularity through the late 2010s that saw a number of high-profile celebrities wearing the brand, ASSC went through a period of ups and downs and a series of management shifts.
That said, even through these periods, the fact that ASSC still has such a solid and devoted fan base and that its collections always sell out is a testament to the community the brand has created.
SS24 is an alternate avenue from the brand and clearly a way of standing out in a congested market. It's also in a similar lane to its trend-led Stanley Cup collaboration earlier this year, which was reselling on StockX for almost $250.
Clearly, luxury customized accessories are an effective way of Anti Social Social Club standing out from the crowd. Then again, when ASSC is dropping its own luxe Goyard bags, are you surprised?
