So I’ve been reading a lot about transmedia and appropriation lately – Reality Hunger, Copyrights and Copywrongs, Convergence Culture. This week gives us an absurd consumer example, entirely on accident.
First off, 95% of “brand collaborations” are terrible. It’s when stupid marketing trumps smart product. And in my opinion, nobody does it worse than streetwear brands. These brands often slap one witty image on an infinite loop of generic clothing, inflating the price but maintaining low production quality from third-world factories. (I have enormous political problems with this, obviously.) Think Nigo and A Bathing Ape.
Supreme is a streetwear brand par excellence. Looking past their puerile collab with A.P.C., the blogosphere has been buzzing about a recent Supreme partnership with Thom Browne. What’s new? Well, Supreme wrote the word “Supreme” on the tag of a bunch of Thom Browne shirts. I’m not kidding. That’s it.
But before we go debating what constitutes a collaboration, let’s ask Thom Browne what it was like to work with Supreme:
Here’s more about the whole farce, including a style blog overreaching for possible justification for such a collaboration.