Certain, and often conflicting segments of the web came together and then fell into a tailspin following rumors of a Louis Vuitton x Supreme collaboration were leaked earlier in the month. Then, in the month of January, Louis Vuitton confirmed the collab reports – through its Menswear show for instance as well as a pre-show conversation between the menswear director of the house, Kim Jones and WWD.
Under the direction of the inventive Jones who was appointed the reins of the Louis Vuitton men’s division in the year 2011 – in collaboration with the New York-based cult skatewear label, Supreme and its founder James Jebbia, Louis Vuitton presented a range of F/W fashions that featured Supreme’s distinctive box logo in 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.
Duffle bags made of red leather (which are likely to sell for EUR1500-3000) and Fanny bags (styled on the shoulder, naturally) come with the famous Supreme graphic. In fact, there are six types of bags included in the collection which include a backpack duffle bag, messenger bag and fanny bag. They are available in three distinct materials including red Epi leather as well as black Epi leather, and camouflage cloth.
There are also Bandanas and scarfs made with the logos of both brands and other leather accessories of a smaller size like LV x Supreme wallets and iPhone cases (these are believed to cost at EUR300 or more) These were found in pockets of jeans Louis Vuitton Monogram-printed T-shirts (something like a nod to the denim bags the brand wore at the time of Marc Jacobs’ tenure? ).
Certain to be among the most sought-after products (aside from the less accessible products, such as keys chains as well as pins, pocket knives luggage tags, etc.)? These are the Louis Vuitton x Supreme steamer skateboards and trunks which are unique and therefore unavailable for purchase, as per the company.
The Making of an Exceptional Collab
Who thought up the concept for this collaboration master, one that may make an amount of sense considering the apex of influence top fashion brands receive particularly in recent times from the street. it was Michael Burke, Louis Vuitton’s chief executive officer and chairman. Unsurprisingly, Kim Jones – a streetwear and skatewear enthusiast “didn’t need persuading,” per WWD. He said that joining forces, “was the logical response.”
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In reality, Jones has some personal relationship with Supreme. “I was employed in college and had to unpack cases of Supreme at an organization located in London that sold it at the time it was still in its beginning stages and it’s something I’ve been around for all of my lifetime.”
In contrast to previous Supreme collabs This one won’t be sold at 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 confirmed that the line he made with Supreme will be available in selected Vuitton stores on 17 July, but will likely also be sold at temporary places. “We’ll likely create distinct stores in locations where both are well-known,” he said.
The collaboration is quite surprising considering Louis Vuitton’s incredibly protective stance in relation to intellectual property (“IP”). It is evident by the numerous related lawsuits involving infringement (and the famous cease and desist notice that LV sent to Supreme around 20 years ago) and Louis Vuitton certainly does not like to be around other brands and often, even inside its own organization (remember the controversy that the former Creative 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 standard ordinary design house . Therefore, it’s logical that this would not be an ordinary collaboration. As was the case in the past with Louis Vuitton’s collaborative projects The Supreme collaboration will also be monitored closely and will enable that fashion company to profit from the collaboration while keeping absolute control over the elements. (The items will be available exclusively by Louis Vuitton owned and operated stores, for example.). This way the partnership isn’t any more surprising. It is certainly less so than when the roles opposite and Supreme was selling and making items that were branded with their Louis Vuitton logo.
The main question to be answered is why? The reviews certainly appear to suggest it’s an awful decision. The New York Times’ Guy Trebly, for instance wrote: “Nothing is more lethal to your credibility than a sale. In the instance that of 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 label that is street-style that has a loyal fans and an almost super cool … both sides seemed to suffer during this fall’s collection that was launched by creator Kim Jones. It was the fashion-forward version of the murder-suicide.”
There’s a good chance that Louis Vuitton wants to tap for a time or two in the fervent devotion and unrelenting willingness to spend shown by Supreme customers. These are the people who gather outside Louis Vuitton’s New York stores or wait with a sigh of anticipation on its website each month to “cop new merchandise.” The are those who aren’t keen on – or even being influenced by the critical reviews for the collections. They’re the perfect example of a fanatical audience.
This way it’s an excellent chance to Louis Vuitton to sell and as per Supreme followers, all the clothing and accessories that it showcases will be sold regardless of the price. (Does this mean that Louis Vuitton’s sales aren’t quite as spectacular as you would like to be? Maybe. It’s a challenging environment for luxury brands (after all).
Furthermore, the collaboration provides Louis Vuitton with an opportunity to increase its uniqueness, especially in the millennial market – a demographic with whom every brand strives to gain traction. In this regard it is evident the case that Louis Vuitton has identified a opportunity to make gold from this collaboration, provided it is managed correctly.
What Supreme receives from this deal, the company gets an impressive sum of money of Louis Vuitton (in exchange for giving the company permission to make use of its trademarks) and some high-end bragging rights as well.