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Choosing authenticity over hype

A brand’s success depends on authentic relationships and good design over hype, says Rodrigo Bazan, CEO of designer label Thom Browne, on the latest episode of the Innovators podcast. 

“I tend to like less anything based on hype or cool, or the hot thing of the moment, because by definition that’s going to cool down at some point. So I still believe that the big things that are happening are led by a very, very strong design idea,” he explains.

It’s for the same reason that dressing rapper Cardi B for this year’s Met Gala in a larger-than-life ruby ballgown made sense for the luxury label, he notes. 

The Thom Browne team does little PR and has no internal VIP team, meaning the relationship with Cardi, as well as sports superstars like basketballer LeBron James, happen organically.

Since launching in 2004, the brand has gained a loyal audience that appreciates its modern take on classic silhouettes. The designer’s discrete nature (he himself is not on social media) and timeless designs mean it has managed to stand out in a world of overconsumption and celebrity designers that rule social media, from Virgil Abloh at Off White and Louis Vuitton to Olivier Rousteing at Balmain. 

Bazan explains how the brand is averse to overexposure and flashiness, instead focusing on creating more of these meaningful partnerships, from dressing Barcelona FC players off the field to creating bespoke tailoring with Barneys. As a result, it is steadily growing a business aiming to survive the influencer fatigue that is starting to pick up speed. 

Join us to learn more from Bazan about what that means in practice, including how music and celebrity help fuel its success, why the brand believes in sportswear over streetwear, and just how its thinking about the balance of data and design today.

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Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how 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. 

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Podcast Retail

StockX on creating a streetwear platform inspired by the stock market

“If you’re dealing with finite supply, then you need to understand demand to figure out what it is people are willing to pay,” says Josh Luber, founder of streetwear online marketplace, StockX, on the latest episode of the Innovators podcast by TheCurrent Global.

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“What brands have historically relied on is the concept of mass chaos and taking advantage of that hype (…) But having a pair of Off-White Jordans that retail for $490 but resell for $2400 and just relying on bots and chaos in order to distribute it is an illogical and broken system,” he explains.

Luber’s platform, which in 2018 took on $44m in investment from Google, among others, launched in 2016 to level the playing field between buyers and sellers in a retail landscape that seems to enjoy feeding off an endless cycle of streetwear FOMO and having the latest, hottest sneaker on the market.

The re-sale market used to be a Wild West, Luber explains, but data and technology are now being deployed in order to better value these products and provide an unforeseen level of transparency and fairness to both sellers and buyers. Inspired by how the traditional stock market works, the platform tracks product demand and pricing across the web in order to sell it in real time. This, as well as a tool that displays an itemized history of transactions of a product, balances the power dynamic between sellers and buyer, which historically sided with the seller and how much they wanted to sell their product for.

Liz Bacelar and StockX’s Josh Luber

StockX’s success is also hugely indicative of how a one-time underground industry that was powered by its community and word-of-mouth access, is becoming increasingly structured in order to cater to more mature and educated consumers. In other words, the larger it becomes, the more it needs the infrastructure to support it.

During this conversation with TheCurrent Global’s Liz Bacelar, Luber explains how his background as an entrepreneur and IBM consultant, led him to StockX, how the platform’s customer is evolving, and why discovery is playing such a huge role in its future plans.

Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by The Current Global, a consultancy transforming how 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.

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Podcast

How luxury can learn from streetwear’s hype culture

Bia Bezamat and Ferdinando Verderi
Bia Bezamat and Ferdinando Verderi

Luxury has a lot to learn from the way streetwear brands trade on creating desire, says Ferdinando Verderi, co-founder and creative director of NY-based agency Johannes Leonardo, on the latest episode of TheCurrent Innovators podcast.

As the creative lead behind the adidas Originals and Alexander Wang collaboration, his experience shows that relevancy in today’s market is all about bringing the customer close, but keeping products scarce.

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Accordingly, tapping into a mentality of belonging is at the heart of what makes the streetwear industry so successful and as a result, a strategy that luxury is keen to follow, he explains. “It’s easy to forget how the streetwear phenomenon started. [It] started with the will of people to belong to a real community that has a point of view that is different from others,” he says.

His award-winning work for adidas Originals has involved unpicking what creativity stands for, and how a sportswear giant can challenge the status quo. This has meant ideas like crossing out the brand’s iconic three stripes, expressing the importance of being a work in progress (see “Original is never finished”) and even turning the brand’s logo upside down.

When the agency helped broker adidas Originals’ partnership with Alexander Wang, it consequently ended up almost laying the groundwork for what luxury-meets-street collaborations, now popularized through many other deals, entail.

The collab was built on the concept of purposively disrespecting industry rules, says Verderi. Over three seasons they have done everything from a reseller-inspired retail strategy to analog marketing activity that involved text messaging.

During this conversation with TheCurrent’s innovation strategist, Bia Bezamat, Verderi dives into what all of that has meant, all the while also talking about why brands need to think like publishers in the way they drop content over product, how another movement will come to replace streetwear now that it’s become so mass, and why distilling a point of view needs to be done in a very careful way.

Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how 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.