Between 5,000 and 10,000 handbags offered to its customers. This is what this brand adored by fashionistas announced on November 10, 2023.
Zoë KravitzBeyonce, Vanessa Hudgens, Dua Lipa… The stars love it, and so do ordinary people. The object of their desires? Handbags from the American brand Telfar. It bags made from vegan material, introduced for the first time in the New York label’s fall-winter 2014-2015 collection. The distinctive sign of this real hit: a capital letter T enclosed in a circle. Sold out at each of its drops, this Shopping Bag is permanently reintroduced into the collections of Telfar Clemens in 2018, a few months after the designer won the CFDA/Vogue Fashion Fund, an award that includes a $400,000 grant.
Available in three sizes and an infinite number of colors, this handbag, nicknamed the Bushwick Birkin – Bushwick for the Brooklyn neighborhood from which the founder of the brand operates and Birkin in a nod to the legendary model signed Hermès -, costs between 191 and 322 dollars (or between 178 and 300 euros). A price accessible to all, which explains the popularity of the product. Not to spoil anything, Telfar Clemens, who does not hide his political commitment – he notably created a T-shirt in support of the #BlackLivesMatter movement in 2019 – is increasing collaborations around his it bag. When he is not working with Uggit’s with Moose Knuckles, Melissa or Eastpak that it reinvents its flagship piece.
Buy one, get one free
The brand’s latest coup? Telfar Clemens announced on the set of the show Tamron Hall that on Friday, November 17, all of the label’s handbags would be made available on the Internet. People who acquire one that day will have the possibility of offering a model to the person of their choice. The only requirement: they must post a video in which they explain why and to whom they wish to give this gift on the label’s website. In all, Telfar estimates between 5,000 and 10,000 the number of handbags that will be given away free during this operation, currently valid only in the United States.
This is not the first time the company has tested a communication stunt of this magnitude. Since March 2023, the brand has offered its consumers set the amount of products from its new collections. The principle is simple. Each item is offered for sale at wholesale price; this increases every second until stocks of the part are sold out. The amount is then fixed and will become the amount at which the clothing or accessory will be sold when it becomes available again. An innovative pricing system: “The more you want a product, the lower the price will be”.