Rag & Bone’s Star Wars collaboration launched last month and sold out at light speed. It didn’t take long for sweatshirts from the release to begin reselling on eBay in the low four figures. The message: Never underestimate the power of the Force. Or the irresistibility of a product that a limited number of people can get their hands on. Since moving away from the runway show format a year ago, Rag & Bone founder Marcus Wainwright has been experimenting with new methods of getting his brand’s message across. Judging by those eBay stats, he’s not the only one who’s eager to get in on the “drop” phenomenon pioneered by streetwear brands like Supreme and Kith.
But as different as his marketing plan is now compared to a year ago, the Rag & Bone ready-to-wear formula remains steady, with its emphasis on denim and its utilitarian streak. Pre-Fall’s long, lean coat and flares in soft washed denim was a nice evolution of the head-to-toe jean look. And there will be customers for the striped cropped overalls. Both a crinkle nylon hooded rain jacket and an easy V-neck shirtdress turned up in a pretty shade of lilac. Wainwright said he fell for the Brooklyn Museum’s recent Georgia O’Keeffe retrospective. That lilac hue could’ve come from one of her canvases. He hinted that her personal style will influence the label’s upcoming Fall collection. From The Last Jedi to Ghost Ranch is quite a trip. Rag & Bone makes it easy.
