Categories
product Retail

Benetton launches Selfridges line featuring 109 colorways

United Colors of Benetton
United Colors of Benetton

United Colors of Benetton is teaming up with Selfridges on an exclusive capsule collection that will feature items in 109 different colors.

The collection will draw from the Italian brand’s archives and aims to reiterate its colorful history, with a modern British twist. Meanwhile, the vast color choice aims to pay an homage to Selfridges itself: the department store’s iconic yellow is number 109 on the Pantone palette. Shades will vary from bright pop hues to more pastel tones.

“It’s our first collaboration with a department store and it is an exciting new line that celebrates the colorful look, history and Italian ethos of the brand,” said Tommaso Bruso, chief operating officer of the Benetton Group. “It’s a confirmation of the brand’s history. From the Sixties to today there have been social and cultural revolutions and this has become the essence of the brand.”

The unisex collection, which will launch as a pop-up at Selfridges this Friday (September 14) to coincide with London Fashion Week, will feature sweaters, co-ords and accessories such as caps and duffel bags. Prices will range from £10 to £180.

In line with the nostalgia trend that has pervaded fashion for the past few years, sportswear and 90s favorites such as Benetton are increasingly coming back into the spotlight and joining the cultural conversation with collaborations with contemporary brands or retailers.

Sportwear label Champion is another example, teaming up with the likes of Danish cult label Wood Wood and Japanese streetwear retailer BEAMS on exclusively collaborations; meanwhile this month, Polaroid celebrated its 80th anniversary by releasing a limited edition sneaker with Puma that features its iconic rainbow stripe; and from a luxury standpoint, subversive French label Vetements has been responsible for resurrecting a few old favorites on its runways season after season, such as Juicy Couture, Eastpack and Umbro.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
Campaigns Editor's pick product

Diesel teams up with cult Berlin kebab shop for latest collab

Diesel x Mustafa
Diesel x Mustafa

Diesel has teamed up with cult Berlin-based kebab kiosk, Mustafa’s Gemüse Kebap, for a limited edition collection drop.

The line launched last weekend at Zalando’s customer-facing trade show, Bread & Butter, a model aiming to emulate the success of ComplexCon in the US by hosting immersive customer experiences, exclusive drops and live music. At the event, Mustafa himself was also serving his popular kebab creations.

In line with the Italian brand’s satirical approach to fashion, Diesel is hoping to challenge what is expected of typical collaborations with this launch – where one brand piggybacks on another’s ‘cool’ factor through limited edition clothing that targets the trend-driven demographic. It also serves as commentary on how collab-obsessed the younger generation (and subsequently, brands who wish to target such customer) have become.

The Diesel x Mustafa collaboration includes jumpers, t-shirts and hats, and will also be available for sale on diesel.com and at selected Diesel stores worldwide.

Diesel’s latest initiative follows on from previous marketing activity that serves to reinforce the brand’s commitment to celebrating the unusual, and doing so with a sense of humor.

In January this year, it launched its “Keep the World Flawed” campaign, which included a video with digital Easter eggs in which everything was just slightly off; in February, it launched a “Deisel” pop-up store at NYC’s Chinatown neighborhood, selling ‘fake’ versions of its designs; and most recently in May, it launched the prototype for the world’s most uncomfortable meeting room, aiming to keep meetings as short and efficient as possible, while making fun of the fact they are often unnecessary.

Earlier this year, TheCurrent also featured Stefano Rosso, Diesel’s CEO of North America, on TheCurrent Innovators podcast, where he talked about the idea of challenging conformity.

Diesel x Mustafa
Diesel x Mustafa

Are you thinking innovatively enough about your brand messaging and collaborations? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.
Categories
Editor's pick product sustainability

Ikea unveils new collaborations with adidas, Lego and Sonos

A rug by IKEA x Virgil Abloh

Ikea has unveiled a series of upcoming collaborations that will further cement the Swedish brand in the realm of enabling a design-conscious, and in some instances more sustainable, lifestyle for its customers.

The collaborations, which will launch from now up to 2020, will include pioneering names such as toy giant Lego, sportswear brand Adidas and audio line Sonos, on top of the previously publicized collections with designer Virgil Abloh and fragrance label Byredo.

The announcement was made at this year’s Democratic Design Days, an annual event during which the brand talks through its design and product development goals to a group of 500+ journalists.

At the event, Marcus Engman, Ikea’s head designer, unveiled that the collaborations aim to highlight the company’s forward-thinkingness, saying: “They’re things that are not so familiar at Ikea, and I love that. It’s good to push the boundaries.”

Home and lifestyle

A collaboration with artist Olafur Eliasson and his company Little Sun, which provides solar-powered lights for people with no access to electricity, will develop solar products and also look to develop projects involving solar power and water consumption.

“We’re all sitting here consuming power. What would it feel like if we didn’t have it?” said Eliasson, explaining that the Ikea involvement is a great way to bring that problem to a larger audience. “It’s about getting people to understand these problems and to ask, ‘What can I do to take a more active step?’”

With audio brand Sonos, it is set to create a range of more affordable speakers that merge Sonos’ Wi-Fi-enabled devices with Ikea’s Trådfris range of smart devices, with a focus on bringing a more design-led audio experience to the home, which includes getting rid of unnecessary wires.

Meanwhile, launching summer 2019, Ikea’s party line with Stockholm-based software company Teenage Engineering, will see products ranging from speakers and light devices to glassware.

Following the 2017 Ikea Play Report which revealed 47% of children want more playtime with their parents, and that 90% of parents believe play is essential to wellbeing and happiness, the company is also teaming up with Lego. Although details are not available at this point, the companies highlight there is a strong synergy in their knowledge of the importance of encouraging fun and creativity.

IKEA x Teenage Engineering
Fashion and design

Beyond the Virgil Abloh collaboration, other fashion and design-focused partnerships include an upcoming Adidas collection that will explore exercising in the home, and how both brands can better support that behaviour; working with Byredo on a line of home fragrances launching in 2020; a partnership with African creative company Design Indaba and 10 African artists on a line of textiles and tabletop goods; and a collection with Saint Heron, a multidisciplinary cultural company founded by singer Solange Knowles, exploring art and design objects with multifunctional use.

Sustainability goals

The event also emphasised Ikea’s pledge to further push its sustainability goals by 2030, as previously hinted by Joanna Yarrow, head of sustainable and healthy living at Ikea on a recent episode of TheCurrent Innovators podcast.

This means all Ikea products will be designed with new circular principals, with the goal to use only renewable and recycled materials, as well as from a retail perspective, offering services that make it easier for customers to take care of and pass on Ikea products.

Videos on each specific collaboration announcement can be found on IKEA’s YouTube channel here.