Imagine being so popular that people would buy your products without seeing them - or even knowing what they are. For Telfar Clemens, founder of the eponymous Telfar, that's exactly what happened when he announced his collaboration with Eastpak, the brand famous for being a quality purveyor of backpacks and luggage since 1976.
In the world of Telfar, this innovative approach of bringing product to the people (not to mention collabs, ahem, Ugg) is nothing new. There's Telfar TV, for example, a 24-hour network where fans can contribute content as well as gaining access to exclusive 'drips' like the new Duffel Bag. But still, the fact that the pre-sale sold out in minutes is testament to the power of brand's message - 'Not for you, for everyone' - and its beyond-cult Shopping Bag, the so-called 'Bushwick Birkin'.
If you've tried and failed to get your hands on one so far, you might be in luck with Eastpak x Telfar. Of the four bag styles dropping tomorrow, three are based on the famous Shopping Bag, which has been reimagined as a backpack (go figure) and can be transformed, thanks to a handle and shoulder straps, back into a tote. The large and medium sizes, £200 and £160 respectively, are fully kitted out with a padded laptop sleeve, inner and outer mesh pockets and a bottle holder on the outside, as well as a zipped pocket and a padded compartment on the inside.
SEE: Eastpak x TELFAR
There's also the exceptionally cute Circle Bag, which accommodates the famous logos to a tee, and is made of tactical canvas with woven hand straps and a detachable shoulder strap so that it can be slung around the body. 'Don't call it a fanny pack,' reads the press release. Got it?