2023-12-03 21:28:05
In addition to an exclusive Royal Oak watch, the Le Brassus manufacture and the label of American rapper Travis Scott unveiled a joint collection in New York.
Cross two strong brands, for the time of a collaboration, and you obtain an irremediably collectible collection of clothing and accessories… Hoodies, t-shirts, jackets, pajamas, shorts, caps… So many clothes and accessories necessarily destined to become doubly collector’s items. For what ? Quite simply because they are signed Cactus Jack, Travis Scott’s brand, and Audemars Piguet, the independent Swiss watch brand. A house whose Royal Oak, Offshore and other Code 11.59s have been brought to the top throughout the last decade by its president François-Henry Bennahmias, on the verge of leaving office. His past collaborations with Jay-Z (2005) and LeBron James (2013) have both shaken up and rejuvenated the image of the Swiss brand. So much so that the manufacture ended up becoming one of the brands most cited by rappers.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Nothing might be more logical for the Le Brassus factory, which today has a whopping 2 billion euros in turnover, than to launch such a collaboration with the rap star of the moment. The sometimes very controversial Travis Scott turns everything he touches with his label Cactus Jack into gold. Whether it’s Air Jordan sneakers or the Cactus Jack x Dior capsule, and its already collector’s item Nike Air Jordan 1 Retro High OG SP brown, the brand’s signature color.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
« Travis might raise an army. He has such power. People follow him. They will go crazy when they know that Audemars Piguet and Travis created derivative products together. This breaks almost all the codes,” François-Henry Bennahmias, CEO of Audemars Piguet, told Business of Fashion. In addition to a “Chocolate AP”, a Royal Oak Perpetual Calendar Skeleton “Cactus Jack” in chocolate-colored ceramic, the manufacture and the rapper’s label have spared no expense in unveiling a surprise capsule collection.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
For the occasion, the AP boutique on 57th Street, in New York, was covered as if it were under construction, and literally emptied of its windows and watches to be given a makeover between darkness and luminova green. Total role reversal, once the tarpaulin was tagged with the name of the rap star’s label, and the fans kept at a distance by the NYPD, it was Travis Scott himself, dressed in a bathrobe, who came to welcome at the door of the François-Henry Bennahmias boutique and his guests.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Around the watch were all the pieces from the Cactus Jack x Audemars Piguet collection for the occasion. A truly successful collection, it must be admitted. Far from being content to offer three basic creations designed to attract basic fans of the two brands, creation and originality are there with pieces intelligently reusing movement visuals and old logos of the manufacture du Brassus. All skillfully mixed with the resolutely brown stylistic signature of Cactus Jack.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Enough to make them extreme collectors. In order to avoid long queues and incidents on the chic Manhattan avenue, it was prudently decided that this capsule collection would only be available for sale online, on the Cactus Jack website.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Hoodies, T-shirts, jackets, pajamas, bathrobes, shorts and caps will therefore be sold via Travis Scott’s own e-commerce platform. Profits from the sale of this collection will be donated to a charitable project supported by the rapper.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Audemars Piguet does not intend to make any profit from this line of co-branded clothing and accessories. The profits would thus be donated to the Cactus Jack Foundation, which grants scholarships to disadvantaged young people.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
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