Virgil Abloh And Mercedes-Benz Want To Rebuild The Luxury Landscape, They Explain How

A$AP Nast has the new, highly exclusive ‘one of 22’ racing gloves designed by Virgil Abloh and Mercedes-Benz Chief Creative Director Gorden Wagener. So does designer Don C, singer Ian Isaiah, London DJ Skinny Macho, and your favorite culture boy Zack Bia. And you don’t. It’s why you want it. Or at least it’s Abloh’s attempt to rethink what drives desirability, with his new race-car inspired collaboration with the German automotive giant that launched today as part of a press preview. #TheNewLuxury indeed (sounds familiar?). It’s the official hashtag Abloh and Wagener created for their new anticipated collaborative endeavor titled Project Geländewagen — the original name of Mercedes’ best selling G-Class model, changed in 1994. On the surface, the partnership is simply another alliance added to Abloh’s ever-growing roster of collaborations. Look deeper, and like everything he does, it’s a case study aimed to progress how we think of luxury. Read more at Highsnobiety.