THE TAKE OVER.
The latest Supreme collaboration is one that not only breaks new ground, but that washes away the sentiment luxury brands hold towards these street wear skaters.
Louis Vuitton is going through a midlife crisis, and Supreme is making them feel young again. Louis Vuitton is no longer desirable to the youth; the kids of today no longer dream of owning a luxury belt or bag. This generation is growing up dreaming of one day being able to afford a box logo hoodie. That is the new marker of status in today’s time. Louis Vuitton has clearly taken notice.
We have all seen it, that older gentleman who keeps his eyes and ears to the radio and television to keep up on what is “hip”. Louis Vuitton is timeless, there is no denying that, but to say their mystique isn’t dying would be to ignore the culture of today’s youth.
In 2000 Louis Vuitton handed a cease and desist letter to James Jebbia and all of Supreme for their “LV pattern” inspired items. At that time a brand of such stature and class would never affiliate themselves with a such a lowly, urban skate shop. Fast forward to 2017 and it is Louis Vuitton releasing a collaboration with Supreme, not the other way around. Oh how the tides have changed. Supreme will have their name and product in an upscale Louis Vuitton store and the world is loving it. It has given the fashion world a reason to care about Louis Vuitton again, it is giving the brand an aura of excitement around it that has not been felt in decades.
For years streetwear has been chipping away, opening doors here and there. Designers such as Rick Owens, Raf Simmons, and Alexander Wang pioneered the movement..artist like ASAP Rocky and Kanye West were the first to mix street wear and high end fashion. It’s been a long time coming, and Louis Vuitton is one of the biggest pillars of high end luxury goods, but Supreme is evening the playing field.