It’s the hottest collaboration of 2017. And some fans are getting hot under the collar as a planned drop on Friday was scheduled, then cancelled, and now apparently back on again.
— The Straits Times (@STcom) July 13, 2017
So much so that Supreme’s supremos feared that Friday’s planned drop at pop-up locations in New York City and beyond would not only bring out fans (already lining up around the globe) but pandemonium—the groupthink, single-vision, take-no-prisoners nuttiness once reserved for such things as Cabbage Patch Dolls, new smartphones on a Black Friday, and even a McChicken sandwich.
Concern for safety led to an announcement that Supreme would cancel its NYC pop-up on Friday (and other US locations including San Francisco) dismayed fans.
Hello. There will be no Supreme items sold or shipped to any store in the US or Canada. Best regards, Nicole.
— LouisVuittonServices (@LVServices) July 12, 2017
In fact, a Louis Vuitton rep said all planned pop-ups on that day would be cancelled until further notice, much to the dismay of fans.
People have been queuing for days outside the pop-up locations scheduled to open on July 14, and have been following the mania at the pop-ups that opened on June 30 in Los Angeles, Miami and elsewhere.
— Louis Vuitton (@LouisVuitton) June 30, 2017
#LVxSupreme The Louis Vuitton pop up stores featuring the Supreme collaboration are opening today in Miami and Los Angeles. Visit louisvuitton.com for more information. LOS ANGELES 833 East 3rd Street CA 90013 MIAMI Miami Design District Store, 3rd Floor 140 NE 39th Street LONDON closed PARIS closed SEOUL 454, Apgujeong-ro Gangnam-gu BEIJING 北京 798 TOKYO C-1, 5-3-18 Minami-Aoyama, Minato-ku SYDNEY 95 Roscoe Street Bondi Beach
While security-concerned store reps told line-sitters in Houston, San Francisco and New York that Friday’s drop was being cancelled, a few hardcore fans remained anyway.
Good call, because now it appears that the collection will drop as planned tomorrow, even if it’s not the full collection. (Some of the June 30 drops only brought partial collections to each city.)
“People say it’s canceled. I’m just waiting from real confirmation from Louis Vuitton,” one man in Texas told ABC News. “We heard that too, but I’m willing to roll the dice,” said another.
— Gurilla (@GurillaApp) July 12, 2017
After mob scenes in London and Los Angeles, Vuitton was confirming the information to those who asked on Twitter. These line-sitters apparently don’t want to know. Another tweeted, “we have been waiting in this nasty Houston humidity, y’all better release this supreme collab @LouisVuitton.”
As if fans weren’t crazed already, celebs and influencers have been sporting the collection on their social media feeds, such as Lady Gaga (above) and actor Ansel Elgort, who is practically living on Instagram, Twitter and Snapchat during Baby Driver’s premiere in New Zealand and Australia this week while showing his swag.
Unboxing videos with the collection (often into the thousands) are also showing up on YouTube and Instagram.
Pop-ups for the collaboration did open in such places as London, Paris, Sydney, and Seoul along with the only American release in L.A. The one in Tokyo actually closed early because it sold out so quickly, High Snobiety reported.
For those who won’t get their hands on the Supreme + Vuitton collab, perhaps they can settle for a different Vuitton collab. The company has just revealed its first smartwatch in a partnership with Google’s Android.
Connected Journeys. The adventure begins with the new Tambour Horizon Connected Watch by #LouisVuitton. Explore the connected journeys now at louisvuitton.com. Link in bio. #LVConnected Featuring Jennifer Connelly, Catherine Deneuve, Jaden Smith (@c.syresmith), @doonabae, @ebizoichikawa.ebizoichikawa, Urassaya Sperbund (@urassayas), Lu Han (@7_luhan_m), Victor Cruz (@teamvic), @MirandaKerr, @AdeleExarchopoulos, @LauraHarrier and Gong Yoo.
The Louis Vuitton Tambour Horizon looks like LV’s Tambour watch but has a digital update to Android Wear 2.0 rather than the typical gears and hands.
Vuitton, of course, isn’t the first in line on this so it probably isn’t exactly what the Supreme crowd is looking for. It follows other high-profile branded smartwatches as Tag Heuer, Movado, Hugo Boss, Diesel, Montblanc, Tommy Hilfiger and Emporio Armani.