How Telfar Turned So Widespread

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NEW YORK, NY - SEPTEMBER 9: A model (fashion detail) poses at the Telfar presentation during New York Fashion Week at BLADE Lounge on September 9, 2018 in New York City. (Photo by Noam Galai / Getty Images)

After two and a half years of waiting, I was finally able to order Telfar's large olive green tote bag through the brand's 24-hour security bag program. Hopeful owners like me, who have waited a long time to own one of these hard-to-find handbags, were given 24 hours to buy as many bags in as many colors and sizes as our hearts desired. I took advantage and walked away with the large olive green shopping bag, the medium yellow shopping bag, and two small shopping bags in orange and pool blue. Never have I ever bought four luxury handbags in one sitting. In fact, I've never bought a luxury handbag because it's always incredibly expensive to buy. That's what I love about Telfar bags. They are the perfect combination of functionality, fashion and price. And the amazing thing is that all Telfar products – jeans, hats, shoes and jewelry – are available at a relatively cheap price and to the people, which is why they are almost always sold out.

While Telfar has been in the spotlight for the past few years make no mistake, the brand is not an overnight success. Telfar Clemens, the 35-year-old Liberian-American founder of Telfar, started his brand with genderless clothing in 2005. He wanted to create a product that left the decision-making to the wearer.

The brand has always been about inclusivity and the designs reflect the brand's mission: "Not for you, for everyone."

The brand has always been about inclusivity and the designs reflect the brand's mission: "Not for you, for everyone." Since 2006, musicians, all genders and all races have been represented on his runway shows. I think Telfar's work and energy are resonating with consumers because of the current social and political landscape. People want to buy black and support brands that go the way – don't talk cheap.

Telfar was founded in 2005 and was known in the industry and among its close groups of friends. In 2014 the shopping bag was launched in the sizes small, medium and large and with the help of his dear friend and artistic director. Babak Radboy, Telfar has finally put that on the map. It really took off in the industry and with the wider population because before that there was "no sexless price for accessibility, no black-owned bag, no period, and there was no one to carry it," Radboy said Dazed. In 2017, Clemens was recognized with the CFDA Vogue Fashion Fund Award and received a prize of $ 400,000. It was the perfect amount of money to fund the production of the three sizes of shopping bags, which were modeled after the dimensions of Bloomingdale's shopping bags. Shortly after the bags were made, celebrities like Solange, Selena Gomez, Bella Hadid, A $ AP Ferg and many more started wearing their bags and making the brand a cult favorite. Last month, Congressman Alexandria Ocasio-Cortez was seen with her bag. Proud to represent the 14th district of New York that Clemens is from, she celebrated the success of a roommate from LaFrak City, Queens. On Instagram, AOC showed us all of their items that the pocket houses contain, such as their notebooks, folders, scarves, makeup and the iPad, to prove that the bag is perfect for everyday use.

NEW YORK, NEW YORK - MAY 6: Telfar Clemens and Ashton Sanders attend the 2019 Met Gala Celebrating Camp: Notes On Fashion at the Metropolitan Museum of Art on May 6, 2019 in New York City. (Photo by Jamie McCarthy / Getty Images)
Telfar Clemens and Ashton Sanders at the 2019 Met Gala

Granted, I was first introduced to the Telfar brand in 2017 when I moved to New York. Before the pandemic, I lived in Bushwick (home of Telfar's studio) for three years and could barely walk ten blocks without seeing the iconic "TC" label. Brooklyn kids loved it so much that Xya Rachel coined the "The Bushwick Birkin" bag. The bag is "a status symbol for the fashion conscious, especially in Brooklyn," they said cut – like a Birkin "but for those who don't have Hermès coins."

Telfar Clemens is very passionate about creating a new industry standard that is often cited as being "self-inspired".

It wasn't long before I joined the Telfar movement. Everything about the brand has the best interest of consumers. Growing up Telfar loved girls 'clothes but was never allowed to buy them in the girls' department. "I remember being so mad," he said document"When I started making clothes, I decided to make clothes that weren't assigned to them." All of his clothes can be worn by any gender or race. The brand is also keeping an eye on our wallets, offering all tote bags under $ 300 and most clothing under $ 600. New tote bag colors are released every first Friday of the month for 25 days in the dimensions of Bloomingdale's tote bags, "said Art Director Babak Radboy The New Yorker. Telfar Clemens is very passionate about creating a new industry standard that is often cited as being "self-inspired". Typically, streetwear brands like Supreme and other hype brands are dumping a certain amount of product for a certain amount to increase demand as they minimize supply in order to maintain exclusivity. It's a tactic that has worked for years, but Telfar doesn't want to repeat it. When he heard frustrated comments from worried customers about drops that were sold out via bots in minutes, he looked for a solution to reassure buyers and set up the Telfar security program.

As a fan, I'm excited about the brand's recent and past successes, but with their Telfar safety program, I'm also worried that the brand is going mainstream. Much like Taylor Swift's transition from country to rock or soul cycle and Starbucks' desire to have a place on every corner, the excitement subsides. People still love these brands and visit them frequently, but the excitement is gone. It has become completely normal and not exclusive for you to tell people that you took a Soul Cycle class or to pick up your Venti Latte at Starbucks. It is so commonplace that it no longer has any weight or luxury.

As the world continues to support the Black Lives Matter movement and the appreciation of well-designed and affordable luxury products, I think Telfar will always have a place.

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