So American street wear brand Supreme just collaborated with Louis Vuitton on the latter’s Fall/Winter 2017 menswear collection and almost everyone in fashion is abuzz over it. Most gushed about how it’s a dream come true or a match made in heaven and skateboarders the world over are obviously gobsmacked in love with the collection but really, there is nothing supreme about Supreme’s collaboration with Louis Vuitton. Why?

Simply because it’s a marketing ploy to get a younger generation of men who may not buy into the Louis Vuitton brand to finally get on the bandwagon and mind you, this has got nothing to do with LV’s supreme (pardon the pun) craftsmanship or design. These consumers or rather fashion victims are influenced by Supreme’s brand association and of course the supreme (pardon the pun again) hype around the collab.

Finale from the #LouisVuitton Men's Fall-Winter 2017 Fashion Show by @MrKimJones. #LVMenFW17

A video posted by Louis Vuitton Official (@louisvuitton) on

If anything these dudes will queue for hours and days to buy the collection even if it will cost them hundreds or thousands more a hand or leg for Supreme’s logo to be embossed on a Louis Vuitton Epi leather wallet or say Keepall bag. From a business point of view it makes perfect sense but design-wise, there’s nothing really supreme about it. It’s just branding.

Images & Video: Louis Vuitton