JW Anderson and Converse build collab buzz with one-day pop-up

By

Sandra Halliday

Published
Oct 13, 2017

JW Anderson and Converse are building buzz for their new collaboration ahead of its full December debut with a pop-up store on Saturday (October 14). But this is very much a case of blink-and-you’ll miss it with the pop-up open for one day only.

The surprise pop-up will run from noon until 20:00 at Anderson’s London Workshop Space on Shoreditch High Street and shoppers will be able to get their hands on a limited number of the Chuck Taylor All Star 70 Grid Pack sneakers complete with JW Anderson graphics. Available in black on white or white on black, the sneakers will retail at £90.

Like the recent is-it-or-isn’t-it Supreme and Louis Vuitton collaboration, link-ups such as this one rely as much on their lack of availability as their availability to help create a must-buy mood among their core target market.

Strategies for building demand for such collections, particularly with a streetwear link, have become increasingly sophisticated in recent years and the Supreme/Vuitton launch earlier this year saw almost a global stampede when the product actually went on sale.

Converse is a past master at building buzz, a skill built up through years of collaborations. In fact, as well as the JW Anderson hook-up this year, it will also launch another line with Comme des Garçons next month following a successful previous collab.