Why this weekend in NYFW everyone wanted to buy false sweatshirts
Fashion Newsuna Open Store in Full Chinatown has been the pilgrimage center of every fashionista.
By f.Javier Girala
Fashion continues to laugh at yourself to make money.The mechanisms have changed and it is demonstrated that irony is the marketing tool that directs the present.Proof of this is what happened this weekend during New York Fashion Week.In full channel., just where the mecca of the falsifications of the Big Apple begins, Chinatown, has raised its blind a new place.Its appearance did not stand out for anything especially, but just that space - and not others - has become a pilgrimage point for every fashionist toint.
The offer extended from sweatshirts, t -shirts and caps to jeans and leather sucks, all serigraph with the deisel logo.Read to read: D E I S E L, which does not diesel.If you cannot with the enemy, join him, and before redesigning the logo to combat falsifications, the firm has decided to invent a new one with which to seal a capsule collection that will only be physically sold in the 419 Broadway corner with Channel Street (and in Diesel.com from February 13).Without prior notice, Diesel opened this Pop-Up Store and its first clients took home garments of this limited edition at counterfeit prices.Soon the cake and the hordes of people began to swirling around the deisel store. Pero, ¿qué tiene de especial tener una prenda legalmente falsa? Ya lo explicó Austin Butts, el adolescente que falsificó el merchandising de la gira de Kanye West, el mismo que terminaron incluyendo en la colección oficial de 'The Life of Pablo Tour' por la alta demanda que suscitó: “Alguna gente no lo pilló, era como: ¿Por qué vamos a querer comprar una camiseta falsa?”, explicaba Butts a Dazed & Confused.“These [the false] are more rare than those in the store, because 10.000 people waited to have the real ones and only about 100 have the imitation, you know? ”.And so is how the duplicate (good) became an object of worship.
And although this case is one of the pioneers in an industry that seeks new ways of making money, it is not the first time we observe this type of practices.In addition to the episode of Kanye West and the collection that accompanied the launch of his latest album, firms like Gucci have played with imitations.First it was Guccighost.This artist became famous through Instagram for stamp...) and photograph them.Alessandro Michele discovered him and signed him to intervene his collection of bags in 2015, which graffiti with the word 'fake' (false).
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And not everything is there, in September 2017 the firm Florentina appointed Dapper Dan's tailoring line, the man who "honored" his garments in the 80s.And if that were not enough, in January 2018 he has reopened his atelier in Harlem to offer an exclusive custom and customization service by appointment.Once again, converting the "false" exclusively confirmed as the paradoxical (and successful) sales strategy that the luxury industry sought tireless.
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