Cross-Promotion and Collaboration...Just a Ploy by Maxwell Young

The expansion and popularity of streetwear has created a growing number of cross-promotional products and collaborations.  There are individuals, such as Ronnie Fieg, who have identified themselves as tastemakers able to discern the latest trends, effectively selling their observable eye to top footwear and apparel brands, like New Balance, Timberland, and Asics.  At the other end of the spectrum are unique companies who have established hold of a particular niche market--Pigalle, Mitchell & Ness, etc.--in order to sell their exclusivity to higher-end companies with a broader appeal.  

Japanese-based streetwear brand, A Bathing Ape, is no stranger to these collaborative efforts, as it has partnered with watchmaker, G-Shock, Pepsi, Supreme and many others over their short 21-year history.  Continuing to disseminate the BAPE name across all industries, the clothing company has announced that it will produce a limited edition moisturizing cream in conjunction with respected cosmetics brand, Kiehl's.  The "Ultra Facial Cream" will dawn a BAPE camo label with 100% of the revenues going toward the NPO Corporation, which supports the aftermath of the Great East Japan Earthquake.  The limited edition product will be available at Kiehl's on February 6 in two sizes: a 49g jar for $32 and a 123g jar for $56.  While some collaborations seem to make sense for both companies, I cannot seem to form a logical reason as to why a cosmetics company would partner with a streetwear company for anything but the opportunity to bump up prices on an already top-selling product.  Relevance aside, Kiehl's has broadened its scope as hypebeasts will be sure to scoop up every available A Bathing Ape x Kiehl's Ultra Facial Cream.