Telfar’s inventive sports bag release process makes people clamor for new bags
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With the new Telfar TV project, Telfar is giving fans the chance to participate in exclusive targeted drops, not to mention (potentially) getting a Duffle.
Earlier this week, the first of these targeted drops, referred to as “drops” by Telfar, was released. The barrel-shaped vegan leather bag, simply called Duffle, notably marks the first silhouette to be introduced since the brand’s Shopping Bag silhouette was created in 2014. It comes in three sizes: small, medium and large. The accompanying drip has been made available exclusively through Telfar TV, which you can access by downloading the app through your smart TV or by accessing the designated project site.
The drip process is as follows: at random times of the day, a QR code is displayed on the screen for one minute, which means those listening can scan it and secure a bag. An explainer for Telfar notes that even though a drip is “less bags than a drop,” the chances of getting one are higher with the drip method.
The 24-hour network, which sees the brand founded by Telfar Clemens partnering with the international artist collective Ummah Chroma, also gives viewers the ability to send their own content to broadcast on the station. In a note shared on the Telfar TV site, the project was presented as being launched without any content “because we are tired of being content for other channels”.
As detailed elsewhere, there was an apparent delay in the September 29 launch drip, which itself was preceded by an NYFW presser outlining the vision for the project. Others have also expressed slight frustration (see below) at not being able to secure a bag through Telfar TV, although it is certainly worth noting here that the Telfar TV site itself states that the chances of getting a bag via this method are indeed higher, although not guaranteed.
The Telfar brand has regularly developed new programs aimed at democratizing the purchasing process, perhaps more particularly its bag safety program. Speaking to Complex last summer, founder Telfar Clemens noted that the effects of resellers and bots on the brand are “overblown.”
Check out a sample of how people react to the Duffle experience below.