The frenzy of Supreme‘s colossal collaboration with Louis Vuitton brought the global streetwear brand and high-fashion house to their knees, amassing thousands of buyers and resellers alike, lining up in pop-up launches in Tokyo, Paris, Los Angeles, Beijing, Sydney, Seoul and Miami earlier in June.
Lifestyle publication 1843 Magazine witnessed the hysteria of the drops in Paris and London to experience and dissect the craze surrounding the heavily sought after collection that ranged from accessories and luggage to shirts, hoodies and outerwear.
Having created a community of countless fans worldwide, who have called themselves a tribe while waiting in line, Supreme's policy of enforced scarcity has defined its fanatics by creating a frenzied secondary market.
For Louis Vuitton, the value of the collaboration lies in those kids. For Supreme, the sight of its logo on one of the world’s most iconic luxury products represents a stratospheric status upgrade. To have its co-branded products both manufactured and sold by Louis Vuitton, yet under Supreme-curated conditions of hype, is truly a grail for streetwear/fashion aficionados.
LV's artistic director Kim Jones, who solely influenced the collab shared, “Michael Burke, the CEO of Louis Vuitton, called me up one day and said, ‘Do you know the people at Supreme, because I’m really interested in the brand and would like to talk to its founder’, who’s James Jebbia, whom I know. So I said ‘You can get his number off me if we can do a collaboration with them!’ And we sort of started from there.” (Work on the collaboration had already been under way for over a year.) “In this world where everyone wants the new, new, new, it’s nice to be able to throw in something that’s completely fresh…all I’m trying to do is create customer excitement and create things that I enjoy.”
A few who attended the pop-ups were interviewed by 1843 Magazine and here's what they had to say about the collaboration:
Martin Ologunja, 19 “This is pretty much uncharted territory. As a Supreme head, I was never expecting it to get into the high-fashion side. And I’ve got the utmost respect for LV. One person said to me that resellers are the new drug dealers, but I don’t think so. I think resellers are the new art dealers.”
Richard Blackman, 19 “I’m here for the culture of hype products. Supreme is a really nice fashion brand – a street brand – that most of us kids wear.”
Alex Tarrant, 18 “I think the profits (in reselling) could be in the thousands.”
Adita Varavina-Grover, 18 (The scene explained in economic terms) “The more limited the item is, the more stressed out people get. It’s like inelastic demand. Even if the price goes up the demand will always stay the same, because of all this hype.”
For more, you can check out the full coverage directly at 1843 Magazine.
Also, it looks like Supreme’s Stone Island collab is leaking.