Top Echelon: How Supreme Befriended Louis Vuitton And Others

Top Echelon: How Supreme Befriended Louis Vuitton And Others
Top Echelon: How Supreme Befriended Louis Vuitton And Others

Video: Top Echelon: How Supreme Befriended Louis Vuitton And Others

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Tomorrow in stores will appear a joint collection of two iconic American brands - California The North Face and New York Supreme. In general, this is not the first time that brands have performed as a duet, so even the most enthusiastic fans react to such news with restraint. Supreme's collaboration with Louis Vuitton is a completely different matter: clothes and accessories with a double logo will hit the shelves only in June, but for two months the talk about it has not subsided.

How it all began: In 2000, New York-based niche brand Supreme, which "outfitted" mostly skaters, decided for a joke to put on boards, hats and T-shirts a print that looks too similar to the classic monogram Louis Vuitton. And two weeks later I received a warning letter, ready to turn into a subpoena. Not to say that there was a huge scandal (today such a clash would probably have caused much more noise), but the collection had to be withdrawn from sale. And even ask those who managed to acquire monogrammed items to return what they bought. However, no one responded to this call: having become a forbidden fruit, skateboards have become only "sweeter", and today they are being sold at online auctions for amounts that can buy yourself four more serious wheels - a full-fledged car.

Photo: press services of Louis Vuitton and Supreme
Photo: press services of Louis Vuitton and Supreme

© Press Services Louis Vuitton and Supreme

If then someone told the fans and even, perhaps, the managers of the brands that after 17 years Louis Vuitton and Supreme would act as a united front, they would probably laugh in his face. Nevertheless, the ax of the war that has not yet erupted properly is buried: this is announced by a joint collection of brands shown at the January Men's Fashion Week in Paris. In fact, rumors about their cooperation appeared much earlier than its fruits were presented to the public: back in June, among the guests of the spring-summer Louis Vuitton show, James Jebbia, the same Englishman who founded Supreme in 1994, was especially attentive.(he, by the way, is a rather private person who is rarely seen at an event of this magnitude). And a few weeks before the fall / winter show, as in the case of footage from episodes of some particularly popular TV series like Game of Thrones or Sherlock, social networks were full of pictures with clothes - most likely, they were made by models who came to the casting. Kim Jones, creative director of the men's line of Louis Vuitton, also threw firewood into this fire: the designer, who joined the service in 2011, posted on Instagram a photo in which a “suprim” smiley was pasted over the famous Epi skin. He quickly deleted it, but everyone saw it. Fans of the British know very well that as a young student, while still a college student, he unpacked Supreme boxes.at a London-based brand distribution company. Not to mention the fact that he himself is friends with Jebbia. So the duo came about: the CEO of the French old-timer brand Michael Burke became interested in the New York brand - and asked his subordinate for a contact, who said that he would give the phone only in exchange for the opportunity to perform as a duet.

Photo: press services of Louis Vuitton and Supreme
Photo: press services of Louis Vuitton and Supreme

1 of 8 © Press Services Louis Vuitton and Supreme © Press Services Louis Vuitton and Supreme © Press Services Louis Vuitton and Supreme © Press Services Louis Vuitton and Supreme © Press Services Louis Vuitton and Supreme © Press Services Louis Vuitton and Supreme © Press Departments Louis Vuitton and Supreme © Press Departments Louis Vuitton and Supreme

23 objects of desire with two logos at once, including numerous variations on the theme of bags, scarves and jackets - this is far from all that the creative union has spawned. Some of the things were not allowed on the podium, but their hour, one should suppose, will come. At least that's what the creators promised. In the meantime, in anticipation of a miracle and the start of sales, which are scheduled for June and only in special pop-up stores in the world's leading capitals (Moscow's participation is still being confirmed), you can admire a skateboard case for an immodest $ 54,500. Don't worry, the price includes and the board itself is something, and Louis Vuitton's sense of humor cannot be taken away.>

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