Reports

    The latest in meme fashion? Fila and Thug Club's beast boots

    From Thug Club x Fila, to Gucci x Barbour, this week’s global collabs feature the high and low fashion crossovers that are stirring online conversation.
    Bizarre designs have become a stellar marketing strategy to boost online engagement. Photo: Thug Min Instagram
      Published   in Collaborations

    In the latest meme fashion move, Korean streetwear brand Thug Club unveiled some horny boots this week with Fila Korea. As part of the upcoming co-branded capsule, the shiny plastic footwear features large horns coming out of the top that resemble giant teeth.

    In this week’s global brand collaboration spotlights, we look into Thug Club x Fila, Barbour’s latest high-fashion move, and Dior’s ongoing ski-wear team-up with Japanese brand Descente.

    Read on for our verdict, and subscribe here to receive the Collabs & Drops newsletter straight to your inbox.

    Gucci x Barbour#

    The Gucci deadstock which makes up Barbour's new capsule includes red velvet from one of Tom Ford's famous collections. Photo: Gucci x Barbour
    The Gucci deadstock which makes up Barbour's new capsule includes red velvet from one of Tom Ford's famous collections. Photo: Gucci x Barbour

    Details

    Eight jackets, three gilets, and one bucket hat crafted from deadstock Gucci

    Social context

    Barbour and Gucci Vault's shared Instagram post has 3,161 likes. There's no measurable traction on TikTok.

    Verdict

    • Releasing collections with Ganni, Barracuta, Maison Kitsuné, and now Gucci, Barbour continues to roll out high-end collaborations to assert its positioning in contemporary fashion despite being a heritage brand.
    • For Gucci, the partnership is an innovative and profitable way to utilize its deadstock fabrics, championing craftsmanship and sustainability.
    • Barbour classics act as a blank slate for external collaborators, accentuating their fame while inviting new creativity to the brand.

    Dior x Descente#

    Creative director Kim Jones continues to collaborate with Descente and artist Peter Doig on ski-wear. Photo: Dior
    Creative director Kim Jones continues to collaborate with Descente and artist Peter Doig on ski-wear. Photo: Dior

    Details

    Ski capsule collection, November 23

    Social context

    #diorski has 1,137 posts on Instagram. There aren’t any recent posts about the collection by the brands on social media.

    Verdict

    • Cutting-edge Japanese sportswear brand Descente offers Dior technical expertise in ski wear, accentuating Dior’s devotion to high-tech sportswear and connecting the brand to a dedicated audience of sports lovers.
    • It’s a powerful pairing, with both brands being leaders in their respective fields and benefiting from extended reach.
    • As with previous capsules by the two brands, the latest collection is also a collaboration with artist Peter Doig, who produces vibrant designs that add a colorful dynamic to the ski industry.

    Fila Korea x Thug Club#

    Details

    Horn boots, plus a clothing and footwear collection, December 1

    Social context

    On TikTok, Fila x Thug Club has 606,600 views. On Thug Club's Instagram post, there are currently over 6,800 likes.

    Verdict

    • One of the most exciting streetwear brands to come out of Asia right now, Thug Club is gaining cult status among stylish Gen Zers all over the world — an effective choice for Fila Korea to connect with streetwear followers.
    • Whether or not the brands are trying to jump on the meme fashion bandwagon, the boots featured in the collection have a bizarre design, amplifying views and online conversation on TikTok.
    • Producing a statement piece as part of the collection drives attention toward the rest of the pieces, such as the more streetwear-friendly sneakers and beanie hats.
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