Certain, and sometimes conflicting sections of the internet were able to come together, and later fell into a tailspin after a few details of a rumored Louis Vuitton x Supreme collaboration were leaked earlier in the month. Then, in the month of January, Louis Vuitton confirmed the collab speculations – via its fashion show for men, to name a few as well as a pre-show conversation with the director of menswear at the house, Kim Jones and WWD.
Under the direction of the inventive Jones who was appointed the reigns of the men’s division at Louis Vuitton in the year 2011 – and working with the cult skatewear brand from New York, Supreme and its founder James Jebbia, Louis Vuitton showcased a collection of new F/W styles that included Supreme’s distinctive box logo with white and red branding. “You can’t talk about the culture about New York men’s wear without Supreme in the present, as Supreme is a huge worldwide phenomenon” Jones said. Jones.
The red duffle bag (which are anticipated to cost between EUR1500-3000) and Fanny bags (styled on the shoulder, naturally) feature the iconic Supreme graphic. There are six different styles of bags included in the collection that include backpacks duffle bag, messenger bag, and fanny pack. They are available in three different materials that include red Epi leather and black Epi leather, and camouflage cloth.
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In the mix are: Bandanas and scarfs which incorporate the logos of both brands, as well as smaller leather accessories including LV x Supreme wallets and iPhone cases (these are believed to cost about EUR300 or more) They were also visible peeking out of pockets of jeans Louis Vuitton printed shirts with monograms (something that is a nod to the denim bags the brand wore in Marc Jacobs’ tenure? ).
Certain to be among the most sought-after products (aside from the less accessible items, like keys chains and pins, pocket knives, luggage tags, etc.)? These are the Louis Vuitton x Supreme steamer trunks and custom skateboards which are unique and therefore unavailable for purchase, as per the company.
The Making of an Exceptional Collab
Who thought up the concept to create this master collaboration one that may make an amount of sense due to the huge influence top fashion brands receive lately from the street, it was Michael Burke, Louis Vuitton’s chief executive officer and chairman. It’s not surprising that Kim Jones – a streetwear and skatewear enthusiast “didn’t require much persuading,” per WWD. He said that joining forces, “was the logical response.”
In actual fact, Jones has some personal connection to Supreme. “I was employed in college and had to unpack cases of Supreme at the company located in London which distributed the brand when it was in the beginning of its development and it’s something I’ve had all my entire life.”
Contrary to prior Supreme collabs the one in this will not be available in Supreme’s brick-and-mortar stores or on the internet. The limited, one-off collaboration will be exclusively sold via Louis Vuitton stores later this year. Jones stated that the collection created with Supreme will go on sale in certain Vuitton stores on 17 July, but will likely be offered at temporary stores. “We’ll likely have distinct stores in areas where both are well-known,” he said.
It is undeniably somewhat unexpected given Louis Vuitton’s incredibly protective stance regarding intellectual property (“IP”). It is evident by the numerous related lawsuits involving infringement (and the well-known cease and desist notice that LV sent to Supreme around 20 years ago) In addition, Louis Vuitton is not one to like to be around other brands even in its ranks (remember the fight the former artistic director Marc Jacobs had to wage to “deface” the monogram of the brand’s canvas using Stephen Sprouse’s graffiti in neon) infringing on its intellectual property.
However, Louis Vuitton – the world’s most valuable luxury brand isn’t your typical regular design house . Therefore, it is obvious that this will not be an ordinary collaboration. As was the case of previous collaborations between Louis Vuitton projects this one too Supreme project will be monitored closely and will enable that fashion company to profit from the collaboration while keeping total control over the factors. (The items will be available exclusively via Louis Vuitton owned and operated stores, for example.). This way this arrangement isn’t at all surprising, but it is certainly less so than when the roles switched and Supreme was producing and selling items that were branded with that Louis Vuitton logo.
The issue that remains to be answered is why? The reviews definitely suggest that it was an awful decision. The New York Times’ Guy Trebly, for instance wrote: “Nothing is more lethal to your credibility than a sale. It is possible to think that in the situation in Supreme’s Louis Vuitton collaboration with Supreme that was held under a tent at Palais Royal on Thursday, the sole victim will be Supreme, the street-style brand that has a loyal following and a semblance of unstoppable cool … both sides seemed to suffer during this fall’s collection, which was presented by creator Kim Jones. It was the fashion equivalent of the murder-suicide.”
It’s likely that Louis Vuitton wants to tap for a few months or two in the fervent devotion and insatiable desire to spend shown by Supreme customers. These are the people who gather outside Louis Vuitton’s New York stores or wait in anticipation on its website every month to “cop new fashions.” The are those who aren’t at all affected by the negative reviews on the brand’s collection. They’re the perfect example of a fanatical audience.
This way this collab provides an excellent chance that allows Louis Vuitton to sell and as per Supreme supporters, the clothes and accessories on display will be sold out , regardless of price. (Does this mean that Louis Vuitton’s sales aren’t as impressive as one would like to be? Maybe. It’s a tough market for luxury brands (after all).
Furthermore, the collaboration provides Louis Vuitton with an opportunity to increase the ante, specifically with millennials, a group that every brand is always hoping to gain traction. In this regard it appears the case that Louis Vuitton has identified a opportunity to make gold from this collaboration, if handled correctly.
What Supreme is getting out of this, the brand receives an impressive sum of money by Louis Vuitton (in exchange for the right to utilize its trademarks) and some high-end bragging rights as well.