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Need your sterling silver with a side of skate gear? You’re in luck. A long-rumored Supreme x Tiffany & Co. collaboration was officially announced Monday morning, after the streetwear brand teased the goods in a video over the weekend. The collection includes necklaces made of silver and pearls, a bracelet, heart-shaped earrings, a standard key ring, and another key ring that doubles as a knife. There’s also a box-logo T-shirt with the Supreme logo remade in Tiffany’s signature blue. The collection is inspired by a line the jeweler started in the late ‘60s, which includes key rings and pendants stamped with the phrase “Please Return to Tiffany & Co.” Here, Supreme is switched in for the jeweler’s name. The collection will be available at Supreme’s store and website on Thursday, November 11th.
Unexpected collaborations are part of Supreme’s genius. While the brand has certainly dabbled in the jewelry category before, the pieces are rarely this delicate. In the past, Supreme has made Nike Swoosh earrings and necklaces with pendants shaped like Uzi guns and $100 bills. This collaboration with Tiffany’s is a more straightforward fine jewelry collection—a collaboration that will probably compel its customer base to jump on the pearl trend if they haven’t already.
And while Supreme gets some high-end shine out of the partnership, Tiffany & Co. gets a major injection of youthful energy. (You might say that Supreme is youthanizing Tiffany’s.) It just so happens that Tiffany’s was purchased by the luxury conglomerate LVMH in January of this year, and was quickly remade in LVMH’s preferred ultra-slick image. The jeweler’s new CEO, Alexandre Arnault, came over from Rimowa, where he juiced the old-school luggage maker with partnerships with Off-White, Bape, Dior, Anti-Social Social Club, and Fendi. Now, at Tiffany’s, under the campaign tagline of “Not Your Mother’s Tiffany,” he’s introduced campaigns starring Jay-Z and Beyonce. A Basquiat painting that used a blue similar to Tiffany’s is another (controversial) centerpiece of the rebrand.
For LVMH, Supreme is something like its potion of youth. When Louis Vuitton needed an edge for its fall 2017 collection, the brand’s then-designer Kim Jones turned to James Jebbia’s band of skaters. And when Arnault needed some help with his makeover of Rimowa, he hooked up with Supreme, too. Now, you can already see Tiffany’s employing the same strategy. For LVMH and the Arnaults, working with Supreme is simply page one in the get-hip playbook.
