Op-Ed: A Guide to Fashion’s Pseudo Events
Earlier this month the streetwear brand Aimé Leon Dore released a collaboration with the storied Italian coffee equipment manufacturer La Marzocco. Besides the usual merch, the star of the tie-up was a limited edition espresso machine. Here is how the collab unfolded. First, the drop was touted by the streetwear media, which duly noted that its centerpiece, the co-branded Linea Micra espresso machine, costs a whopping $11,660. The egregious markup of the device that retails for $4,200 became a talking point. Then the drop happened, with the machine quickly “selling out,” the fact that spurred further coverage and online conversation.