After Tesla, the strength of leather also convinced Telfar. The brand, which has also built its success with bags made of next-gen material (its tote has been dubbed the “Bushwick Birkin”), is launching its first leather bag. The aim is clear: to elevate its positioning and wink at luxury consumers with decidedly more affordable prices.
It gets ready for arrival
“Every aspect of this bag is designed for the physical experience: to carry The Carry (pictured by BoF) you have to touch it, feel it and wear it”, is Telfar’s stance, Vogue Business reports, on its first leather bag. The model will be launched in London, at Selfridges’ corner shop, from 30 September to 2 November. Telfar’s previous bags had all been made of “vegan leather”. But this is not the first time the brand has used real leather. In 2023, the brand had launched a line of wallets in various colours.
The positioning
Why did the designer and founder of the brand, Telfar Clemens, start using real leather? “The Carry is Telfar’s answer to traditional luxury”, explains the brand. This leather product allows the brand to target a higher market. The prices of the leather handbags (USD 400 to USD 960 depending on the size) are four times higher than Telfar’s traditional range but are still much more affordable than luxury brand offerings. In addition to the new bag, Telfar is launching a 20-piece capsule collection in collaboration with Wilsons including long skirts, jackets with detachable sleeves, a trench coat, fitted trousers and shorts, writes Highsnobiety. This collection sounds like an appetiser to Telfar’s next project. The leather items are accompanied by a selection of basic garments, described as a “preview” of Telfar’s next collection.
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