There was once a time when luxury felt untouchable. Now? It is something you hold on a daily basis. As the claws of the cost of living crisis continue to suffocate young people in this country, we are told constantly to simply avoid indulgence: Netflix, avocado toast or… a coffee.
Whilst billionaires throw their weight around, growing ever richer, the rest of us are being taught to find luxury within the basics. And if that morning cup of iced coffee is now your one taste of grandeur, why not treat it as such?
In the spirit of this growing desire to elevate our ‘essentials’, Blank Street has taken its first steps into the world of fashion. The new official London Fashion Week sponsor has released a puffer. Not for you – for your coffee. This one-size-fits all quilted sleeve will be on hand from the 21st of February to keep fashion’s finest from the pain of holding that baltic iced matcha whilst fighting the elements in between shows this Autumn Winter season.
Blank Street has long been one of the best in the business at turning their products into a lifestyle, and this launch is the embodiment of that.
Issam Freiha, co-Founder and CEO of Blank Street, said: “The Sleeve celebrates everything we love at Blank Street – creativity, style and innovation. This idea was developed internally by Elizabeth Brierley, Senior Marketing Associate. She came up with the concept during our Scotland launch last year, which coincided with one of the region’s coldest weeks. The initial sleeve was a limited-edition run for the market launch, which was so popular it eventually turned into a broader brand initiative for us.”
Launching globally at London Fashion Week, the brand will be holding a pop-up bar at the London Fashion Week NewGen space, supporting some of the industry’s best emerging designers such as Tolu Coker, Oscar Ouyang and Karoline Vitto.
This is where luxury has landed. We no longer look to penthouse suites or private members’ clubs, but to those who can enjoy a cup of coffee with the season’s chicest sleeve. Blank Street understands that aspiration has sadly shifted. Instead of striving for opulence, we now seek an excess of elevation – something to make the basic feel brilliant. That is why this season, surrounded by the brightest lights in British fashion, from new names to established icons, the most talked about accessory might well be the puffer jacket you just bought for your coffee cup.
