Higher Brothers rapper KnowKnow launches Clottee x MEDM collection

Just as Jackson Wang has Team Wang and MaSiWei has A Few Good Kids, Chinese rapper KnowKnow has MEDM (Mr Enjoy Da Money) – the streetwear flipside brand to the main musical output. And it’s all the talk this week, launching a debut collaboration with Clottee, the diffusion line of Edison Chen’s Clot. We delve into that, plus two very unique partnerships: Mercedes-Benz is amping up its technological offerings compared to domestic brands, with the aid of Bytedance’s Volcano Engine. Then, Lego is emphasizing the importance of brands connecting physically to their largest consumer-base, alongside a partnership with Shanghai’s Library. Read on for our verdict – and subscribe here to receive the Collaborations newsletter in your inbox every Tuesday. Mercedes-Benz x Volcano Engine (ByteDance) Details: AI-powered smart cockpits in vehicles, partnership signed August 2024 for 2025 Social context: On Xiaohongshu, #mercedesbenz has 18.6 million views. Verdict: Mercedes-Benz's partnership with ByteDance's Volcano Engine showcases a strategic focus on integrating advanced AI capabilities into vehicle cockpits, specifically for the Chinese market. Leveraging generative AI and big data, the collaboration will enhance personalization, responsiveness, and overall digital experience in Mercedes-Benz vehicles. The partnership underscores Mercedes-Benz's strategy to localize its technological advancements in China, a key market for both the brand and technological innovation in the industry. By integrating ByteDance's popular audio and video applications and enhancing its infotainment system, Mercedes-Benz is catering to local consumer preferences. The brand’s increased R&D investment in China further demonstrates its commitment to tailoring offerings for Chinese customers, ultimately strengthening its market position. Lego x Shanghai Library Details: Super-playful Library exhibition, August to September 1 Social context: On Xiaohongshu, #lego (乐高) has just under 3.1 billion reads Verdict: Lego’s partnership with Shanghai Library emphasizes the fusion of play and education through the “learning to play” installation. It’s an approach that aligns with modern educational theories advocating experiential learning, where children develop critical thinking and problem-solving skills through interactive play. By involving young readers in creating imaginative library elements, such as the Lego revolving book corner and the universal book translator, the project fosters creativity and ownership among children. This approach enhances creative thinking, while authentically connecting to the brand’s primary consumer base. The collaboration serves as part of Lego’s broader strategy to reinforce its brand as a leader in educational play. By partnering with Shanghai Library and planning a nationwide tour, Lego strengthens its already established footprint in China. Clottee x MEDM Details: Streetwear collection, August 24 Social context: The official hashtag #medemxclottee has 148,300 reads on Xiaohongshu, while #clot itself has 11.4 million reads. Verdict: Clot’s diffusion brand Clottee has collaborated with Chinese rapper Knowknow's MEDM (Mr Enjoy Da Money), both known for blending self-expression and streetwear, while incorporating graffiti culture. Emphasizing the concept of "No Taboos," the collection challenges societal restrictions and promotes individuality, using graffiti as a metaphor to break free from constraints. The collection features work by graffiti artist Donis, bringing an authentic, artistic dimension to the collection, illustrated in elements such as the gradient inkjet effect "thorn" pattern and custom "Mr Enjoy Da Clottee" slogan. Clot's iconic "thorn" (Alieniegra) pattern is introduced to Clottee’s clothing line for the first time, cleverly linking the "taboo" theme to the brand's signature design. The homophonic play on words deepens the thematic narrative and offers a fresh visual representation that distinguishes the joint series. The thorn pattern across various collection items adds a touch of recognition for Clot fans, enhancing the collaboration’s overall significance and appeal.

Higher Brothers rapper KnowKnow launches Clottee x MEDM collection

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Published August 20, 2024

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Higher Brothers rapper KnowKnow launches Clottee x MEDM collection