Informational
Travis Scott x Audemars Piguet Clothing Collaborations
It seems like most projects Houston Rapper Travis Scott puts his name to turns to gold, so this collaboration with watchmaking giant and industry-leader Audemars Piguet was a no-brainer, bolstering the luxury portfolio of Travis Scott, showing that even minimalist and exclusive brands who choose finely in the realm of celebrity collaborations are willing to work with him, and for AP, it further pushes their brand name into the popular culture and rap-culture, a space known for flexing luxury items and showing off high-end jewellery and watches, a perfect fit for Audemars Piguet.
Over the years, Travis Scott has collaborated with Audemars Piguet, a luxury Swiss watch brand based in Le Brassus, with the most notable item from the collaboration being the Cactus Jack x Audemars Piguet Royal Oak Openworked Perpetual Calendar Reference 26585CM.OO.D301VE.01.
The watch is a stunning piece of watchmaking and fashion between big names in their respective industries, but this blog will take a look at some of the other pieces that have been produced from the collaborations between Audemars Piguet and the popular culture powerhouse and rapper, Travis Scott.
In traditional Travis Scott and AP style, this collaboration was not just the basics or boring, with each piece of merchandise combining the brand assets and design language of each party. The initial collection of items sold out fast - and continue to have very high demand to this day, evident of the resale prices in comparison to the launch costs, and any current prices stated will use StockX current ask for references throughout this blog.
For example, the hat seen above, a classic dad-cap in featuring the Travis Scott grunge-brown colourway with the AP logo embossed on the front, sold for $60 dollars on the Travis Scott store at launch, and now currently re-sells for $430 - a considerable mark-up showing the great demand for the collection.
Other more standard pieces in this initial collection include the Crewneck Sweater, in light purple with a turquoise classic Audemars Piguet and Co. logo, followed by the Cactus Jack logo in the same tone. In size Large, this Sweater is reaching prices of up to $1,200, once again showing the demand for this collaboration.
Another one of the more normal items is the T-Shirt, which arrived in a dark-green shade with the Audemars Piguet logo on the front of the shirt, and the dial numerals and layout on the back of the shirt, taken from the Royal Oak collaboration watch between the brands. This shirt currently resells around the $80 price-point, due to the more basic design and minimalistic details, yet still above average for a single T-Shirt.
While there are many more unique and interesting t-shirt designs over the course of the collaborations between the brands, now we'll take a look at more of the unusual items, starting with the leather belts.
The buckle of the belt is created to form the shape of the Audemars Piguet logo, while the leather is coated in the grunge, smokey brown pattern, and the small details really make this product, with small screws on the slider of the belt replicating the design of the screws on the bezel of the Royal Oak models, and the end of the belt featuring the Cactus Jack Logo, showing the attention to detail and unique design style of Travis Scott. This unique item currently resells for around $800, size-depending.
The other belt features the AP logo emblazoned across the leather, and instead of the AP logo as the buckle, it features the Royal Oak dial shape and dial texture, with this belt arriving in a light-cream and tan colour combination, rather than the smokey-brown colours.
Another set of unusual items is two separate products that compliment each other, which is the Brown Bathrobe and the Audemars Piguet and Co. House Slippers.
Both of these pieces feature the Cactus Jack logo, classic Audemars Piguet and Co. logos and modern AP logos, which really cement the branding of the collaboration and revive the heritage of AP and combine it directly and integrate it into modern popular culture.
The bathrobe resells for around $500 currently, less than many of the other items in the collection, but due to the limited wearability of the clothing, it may fetch less demand and therefore resulting in the lower price. Similar to those of the House Slippers, which can only really be worn indoors, and the design of the slippers featuring primarily the classic Audemars Piguet Logo and an old-style of slipper cause the modern younger Travis Scott fans to be pushed towards the other pieces, more capable to show and flaunt outside - despite this, the House Slippers also resell currently for around $600, a big price tag showing the collectability.
Another unique and notable collaborative product in the collection includes the Ashtray, which resembles the Audemars Piguet Royal Oak bezel and case shape, and contains the dial pattern inside the tray, and is finished in the brown tones of the Royal Oak collaboration watch and other pieces from the collaboration. The tray is embossed with the AP logo in the centre of the product, and currently resells for around $700, an item more popular with the Travis Scott fanbase, due to age and cultural influences.
An finally, and possibly the most unusual item of merchandise in the collection is the Umbrella. With a current resale price of $350, this could be one of the most premium-priced umbrellas available, further establishing the demand for the items in this collection, no matter the purpose, showing the power of each of the brands involved. This umbrella features the smokey-brown pattern consistent throughout the collaboration items, and a large AP logo drawn in the Cactus Jack Art Style on the side of the canopy.
These items in the collaboration evidently go far beyond the initial watch release, stapling the collection into popular culture and further pushing the Audemars Piguet brand out into the mainstream, creating aspirational customers and attracting a new audience outside of the watch industry, shifting the brand from a luxury watch manufacturer to a culturally-known brand, similar to that of Hermes and Louis Vuitton.
