Two Established Brands Collaborating
There is power in numbers. Even in fashion. Collaborations between two established brands, which are commonplace these days, are proof of this idea.
Perhaps, the most beneficial outcome of a brand collaboration is the prospect of finding new customers. If a customer of an established brand enjoys the pieces their favorite brand/collaborator produces, they might be inclined to pursue and purchase items from the other brand. Both companies benefit from the sale of their collab pieces, and both acquire new customers in the process. It’s a win-win.
A prime example of an established brand well versed in the mutually beneficial prospect of brand collaboration is Aimé Leon Dore. Aimé Leon Dore is the Queens, New York brand with “a strong focus on simple yet powerful design.” Their collaborations include Clarks Originals, Porsche, Timberland, and New Balance.
The brand's collaboration with luxury car manufacturer Porsche is particularly interesting given the two company's differing products. However, when further examined, it makes perfect sense. It's no surprise that Porsche, a brand is known for its timeless body styles, sleek designs, and quality manufacturing would want to partner with Aimé Leon Dore, a brand that mirrors these qualities in their clothing. So while, on the surface, cars and clothes seem opposites, this collab further proves that fashion exists beyond the confines of the physical body.
This collaboration does a great job of synergizing the two brands by having each dip their toe into the business of the other. In their most recent collaboration, you see that in addition to a fashion collection featuring simple and stylish hoodies, t-shirts, and jackets in various neutral beiges and rich browns, Aimé Leon Dore and Porsche restored one of the manufacturer's iconic cars: a 1978 911 Super Carerra. The finished car was showstopping with its rich olive green exterior, floor mats made of Persian rugs, and custom seats made of leather and bouclé fabric.
“This is a fearless move where shared vision and conviction are at the heart of the accretion of two brands shaping sports and culture, with the purpose to truly multiply our nuanced strengths to revolutionize the performance basketball industry forever.”
Another brand collaboration making waves in the fashion world is Jerry Lorenzo's Fear of God inking a deal with athletic powerhouse Adidas.
Given the success of the Fear of God’s Essentials line, a range of accessible and trendy athleisure clothing, and his brand's influence in streetwear, athletic, and popular culture, Adidas felt a forming of a relationship with Fear of God and Lorenzo would be a no brainer.
This collaboration consists of Lorenzo's new position as head of the Adidas basketball division and the creation of Fear of God's third line titled Athletics.
“We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his YEEZY brand and together defining a next-level retail partnership.”
We touched on the benefit of an increased customer base previously. Another benefit of brand collaborations is increased accessibility to higher-end brands—for example, Kanye West’s Yeezy x Gap collaboration.
A partnership with a company like Gap, a widely accessible and moderately priced retail chain, allows fans and admirers of Kanye West and Yeezy the opportunity to own one of the rapper’s coveted designs. Yeezy fans aside, Gap could also receive a boost by drawing younger customers into their store, thus reinvigorating their brand.
Growth and accessibility aside, brand collaborations ultimately lead to fashion innovation. When two brands come together, their combined creative forces can be used as a powerful tool to set trends. The possibilities are endless.
Edited by Kieryn Alexander