Uniqlo is the world fourth-largest Japanese clothing retail brand with a post record revenue of $2.3 billion for 2019. All the apparels in UNIQLO are designed based on Japanese values: Simplicity, Quality, and Longevity. High-quality basics tee, UT graphic T-shirt line (also known as UT), and heat-tech fabrics are among their top-selling.
On June 3, 2019, Uniqlo collaborated with KAWS to release the KAWS: Summer collection at all UNIQLO stores and website. This collection includes 21 new UT released for both adults and kids as well as four tote bags. Some of his earliest work and the signature Companion and BFF characters were featured in this collection. Every buyer will be given a limited edition Uniqlo X KAWS paper bag when they purchase any of the apparels in the collection during the period.
During the press release, KAWS expressed his enthusiasm by saying, “I am happy to have this opportunity with Uniqlo to design a collection of T-shirts and tote bags inspired by some of my favourite sculptures that will be made accessible to a global audience.” However, on May 30th before the release of KAWS: Summer collection, KAWS posted photos on Instagram saying that this will be his last UT collection.
UNIQLO AND KAWS BROUGHT CHAOS IN CHINA
When the collaboration between Uniqlo and KAWS were going crazy worldwide, the chaos in China fighting over the apparels went viral too. As we can see in the video, people were sprinting towards the shop, crawling into the shop even before the shutter door is rolled up, grabbing all the tees on the rack and pushing each other out of the way just to get the KAWS edition tee. Some of them even got into a wrestling and tug-of-war fight. In just a few minutes, the tees were sold out and people started pulling tees from the mannequins and even removed both arms and limbs of the mannequins.
This whole chaotic scene went viral on Weibo (a one-and-only social platform in China) under the hashtag of #全员kaws# “#Everybody Kaws” and it received 140million of views in the evening of June 3. Some shoppers said, “I don’t even like Uniqlo or Kaws, I just enjoy competing with other shoppers.”
However, the price of the tee had gone up to RMB399 (original price: RMB99) on Taobao.
SIMPLE FACTS ABOUT KAWS
- Real name: Brian Donnelly (born in 1974)
- He is an American street artist and designer.
- Was a background painter for animated series like Disney’s 101 Dalmations before he successfully being an artist.
- KAWS collaborated with numerous brands like Bathing Ape, Supreme, and Campana brothers ever since he started his own fashion brand, Original Fake in the early 2000s.
- The cross-eyed skull character became a symbol of fashion and style as it represents the American popular culture.
- Collaborated with Uniqlo for twice – 2016 and 2018 and the sales were amazing.
- Recently, a painting of SpongeBob SquarePants by KAWS was sold at $6 million.
So, have you bought your KAWS: Summer collection? You may be able to get one still in Japan (if you’re lucky).
Limited edition often makes people go crazy especially when the brand is HUGE and it is only available for a certain amount of numbers. AND THAT’S WHERE PEOPLE START FIGHTING FOR IT. Have you been in this situation before? Share your experience in the comments below with us!