With a focus on marketing and image over everything else, their famous hoodie is of far lower quality than it ought to be.
They are popular because of how the clothes look, especially when viewed under a filter. On its face, that isn’t a problem. We want interesting clothes, and the need to stand out on Instagram drives brands to push their style further. For example, the 3D-printed shoes I rave about from Aliveform. A major brand would never have approved them if they had been developed internally. But because of attention on forums like Instagram, Aliveform has been very successful. A$AP Rocky wore their upcoming collaborative pair with Puma during his debut at Paris Fashion Week.
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