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May 8, 2017

A Cult Covetability

"Yes, this collaboration might have hit it out the park with sportswear aficionados and the brand’s younger audience, but equally there is something about Supreme’s cult covetability that resonates with Louis Vuitton’s thoroughly grown-up, fetishistic appeal. It is the stuff that branding legends are made of that, last year, when Supreme released a red clay brick printed with their Box Logo (and priced at $30), it sold out within minutes. Likewise, the Vuitton monogram has sustained an unparalleled cultural cachet over generations, and more than 150 years since its inception still has consumers lingering outside store doors before they open. Fuse the two brands together and, as Jones grins, “it looks fucking great and people can’t ignore it.” (read more via