Virgil Abloh Rolls His Street Aesthetic to Rimowa
- Virgil Abloh x Rimowa suitcases will cost about $1,000
- Millennials represented 85% of luxury growth last year
The worlds of streetwear and luxury are merging once again as part of a wider generational shift with Rimowa and Virgil Abloh. They’ve teamed up to create a pair of clear $1,000 suitcases to usher in a new era of cultural attachment and relevance.
Why This Matters: Making a jump to the more utility-driven luggage market has no clear precedent. The luxury luggage brand isn’t expecting this collaboration to be a key sales driver, instead they want to harness Abloh’s social media influence. There is immense value in his combined social media reach of about 3 million people. For Kering (KER.FP +0.32%) owned Rimowa, it’s extremely important for driving awareness and desirability.
“Rimowa is a 120-year-old brand and what we’re doing with Virgil is a great example of modernity,” said Alexandre Arnault, Co-CEO of Rimowa.
More luxury brands are using the cultural energy of streetwear to pursue millennial customers. This demographic represented 85% of luxury growth last year and they demand unique and novelty pieces.
Rimowa isn’t the first luggage company using streetwear to breathe new life into the brand. Tumi did it three years ago with Maxwell Osborne’s street savvy fashion label Public School.
What’s Next: Rimowa will officially debut the new luggage product that’s been two years in the making on June 20 at Off-White’s Paris menswear show. Also, Abloh’s ability to bring his streetwear-infused style to a major European luxury house will be on display later this month when he shows his debut collection for Louis Vuitton menswear.
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