"Tunneling" UNIQLO's KAWS Has New Moves This Time, It's Supreme.

The recent KAWS fever that has just "emptied" UNIQLO is not too small. These two days have been continuously concerned about Supreme's information account @ovrnundrshp in Instagram. It is claimed that the new KAWS xSupreme joint name will appear in the series of Supreme2019 autumn and winter.

KAWS x Supreme

As the two brands in the industry, the news of KAWS and Supreme has always been the focus of many people's attention. In fact, as early as 2011, KAWS had worked with Supreme in the name of OriginalFake brand, and launched Box Logo short sleeves and classic clothes.

Although it has been expected to cooperate again, there is still no new cooperation. Of course, the legend of KAWS x Supreme is indispensable in rivers and lakes. In 2017, officials added fire to this incident. When netizens were browsing the KAWS official website, they did not intend to find the option of Supreme under the KAWS collections list, so that many fans began to have hope.

However... In 2018 and 2019, the joint names of KAWS and UNIQLO finished their contracts, and there was no sign of Supreme. It was not until @ovrnundrshp that two days broke out in Instagram.

And eager fans began to design spontaneously, hoping to urge procrastination officials. A famous designer on the Internet named @thesupdream is "making suggestions" for the joint name. With the most basic T-Shirts as an opportunity, combined with the iconic KAWS to embellish and highlight the Supreme logo, it has to be said to be a bit of an official style.

Graffiti poster KAWS

KAWS is now famous in the Chinese market. Many people have noticed this joint artist in the case of UNIQLO some time ago. The overheated scene of the offline store, the rush to rush, and the high price of a product do not help to doubt the popularity of the joint series. KAWS does not seem to be so well-known in the Chinese market.

KAWS, a famous street artist in the United States, from the two creation of secretly poster retouching to graffiti, to the famous businessman took the initiative to send posters to KAWS's home. The iconic "8 (x x) 8" is also the product of this period. KAWS's main products are dolls, paintings of giant sculptures, dolls or KAWS art exhibitions. Due to the limited sale of dolls, the growth of fans has kept KAWS from supplying, and remembrance and profiteering are of great value.

But few people know that KAWS actually had some origin in China in 2008, when Lining invited artists from home and abroad to take part in the Olympic Games, and had worked with KAWS on the eve of the Beijing Olympic Games, although the final activities did not produce physical products only for marketing.

The exhibition was held in the following 15 years, and the first joint with UNIQLO in 16 years gradually appeared in the Chinese public's vision. KAWS has always been associated with limited and premium, and it may not be all fans that grab UNIQLO. The cattle also eyed the big IP which is likely to be a premium in the second-hand trade, and such a premium has contributed to the popularity and heat of the KAWS joint.

Everything can be Supreme.

The other protagonist, Supreme, has always been the center of the trend. In the autumn of 1994, it was born in Manhattan, New York, and combined with skateboards, Hip-hop and other American street dress brands. With the mainstream of street culture, tide brand is gradually moving from the small to the public, from the street to the fashion, and the influence of Supreme has gradually penetrated into the public.

Previously, micro-blog and its blaze were all Supreme#. When opening the Supreme fame, it also indicates that the trend of local flavor is triggering the craze of young consumers, pushing the domestic trend culture into the bonus period.

The joint name of Supreme is also an important part of brand DNA. Partners are also the best in the trend culture. Apart from the quarterly joint products, Supreme products often design products based on social headlines or political satire. It can be said that the brand of Supreme is the epitome of the street culture of the whole United States.

Prior to the high-profile China's imitation brand Supreme Italy announced the trademark failure, this is a landmark victory for Supreme's US rights defenders. It has also laid a good foundation for Supreme to enter the Chinese market.

IP fever of Chao brand

According to the CBNData white paper report on the 2018 trend culture development, the super strong trend player group with strong purchasing power and loyalty is growing, spending more than 5000 yuan per year and increasing the number of consumers by 146% compared with 2016. The artists' joint brand is popular. In the past three years, the graffiti IP has a high degree of sales fever in hand, plush toys, cartoon peripheral and static models.

The design of KAWS has become a branding weapon and continues to boom year after year. Among them, UNIQLO's joint name series is the main explosive money, and the consumption of KWS related products in the first half of 2018 is 1.5 times that of 2016.

KAWS and Supreme belong to the heyday of New York in 90s. Although the gradual release of the wind has not been officially confirmed, the increase in the popularity of the guest design is increasing the expectation of the two brands.

If there is a joint name in the Supreme 2019 autumn and winter series, the limited sale of KAWS will be able to imagine that the Supreme will be able to imagine the two brands' names.