In addition to an exclusive Royal Oak watch, the Le Brassus manufacturer and the American rapper Travis Scott’s label presented a joint collection in New York.
When you cross two strong brands for the duration of a collaboration, you get an irretrievably collectible collection of clothing and accessories… Hoodies, T-shirts, jackets, pajamas, shorts, hats… So many garments and accessories that are essential are destined to become double collector’s items. For what ? Simply because they are signed Cactus Jack, Travis Scott’s brand, and Audemars Piguet, the independent Swiss watch brand. A house whose Royal Oak, Offshore and other Code 11.59 were brought to the forefront in the last decade by its president, François-Henry Ben Nimmias, who was about to leave office. His previous collaborations with Jay-Z (2005) and LeBron James (2013) have shaken up and rejuvenated the Swiss brand’s image. So much so that the manufacturer eventually became one of the brands most frequently cited by rappers.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Nothing could be more logical for the factory in Le Brassus, which today generates a whopping 2 billion euros in sales, than starting such a collaboration with the current rap star. The sometimes very controversial Travis Scott turns everything he touches with his label Cactus Jack into gold. Whether it is Air Jordan sneakers or the Cactus Jack x Dior capsule, and its already collectible Nike Air Jordan 1 Retro High OG SP Brown, the brand’s signature color.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
“Travis could raise an army. He has such power. People follow him. They go crazy when they find out that Audemars Piguet and Travis developed derivative products together. It breaks almost all codes,” François-Henry Ben Nimmias, general director of Audemars Piguet, told Business of Fashion. In addition to a “Chocolate AP,” a Royal Oak Perpetual Calendar Skeleton “Cactus Jack” made of chocolate-colored ceramic, the manufacturer and the rapper’s label spared no expense to unveil a surprise capsule collection.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
For the occasion, the AP boutique on 57th Street in New York was roofed over as if it were under construction, and its windows and clocks were literally emptied to receive a new face of darkness and Luminova green. Complete role reversal: Once the name of the rap star’s label was on the tarp and fans were kept at arm’s length by the NYPD, it was Travis Scott himself, dressed in a bathrobe, who greeted us at the door of François-Henry Ben Nimmia’s boutique and his guests.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
All pieces from the Cactus Jack x Audemars Piguet collection were available around the clock for the occasion. A really successful collection, you have to admit. Far from being content with offering three basic creations designed to attract basic fans of the two brands, creativity and originality are present with pieces that intelligently reuse movement visualizations and old Manufaktur du Brassus logos. Everything skilfully mixed with the decidedly brown style signature of Cactus Jack.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Enough to make them extreme collectors. To avoid long queues and incidents on chic Manhattan Avenue, it was wisely decided to only make this capsule collection available for sale online on the Cactus Jack website.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Hoodies, T-shirts, jackets, pajamas, bathrobes, shorts and hats are sold via Travis Scott’s own e-commerce platform. Proceeds from the sale of this collection will be donated to a charity project supported by the rapper.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Audemars Piguet does not intend to make a profit from this co-branded line of clothing and accessories. The profits would therefore be donated to the Cactus Jack Foundation, which provides scholarships to disadvantaged young people.
A capsule collection co-signed by Cactus Jack and Audemars Piguet. Judikael Hirel
Originally posted 2023-12-03 21:48:13.