Telfar, the brand behind the coveted ‘Bushwick Birkin’, is making its mark on the luxury scene with a new leather bag, ‘The Carry’. This isn’t just any launch; it’s a statement. Telfar is shaking things up by debuting ‘The Carry’ at Selfridges’ The Corner Shop in London, a physical space that will host the bag from September 30th to November 2nd.
This move is a significant departure from Telfar’s usual online-only drops. ‘The Carry’, crafted from pebble leather and embossed with the iconic Telfar T logo, is designed for a more tactile experience. As Telfar’s press release states, ‘The Carry is not optimised for Instagram. It should not sell out in two minutes. You should not buy it from a picture. Every aspect of this bag was designed for physical experience: you have to touch it and feel it and carry it to carry The Carry. That’s why we are opening a store.’
This deliberate shift is a direct response to the luxury industry’s attempts to capitalize on the drop model that Telfar popularized. The brand’s founder, Telfar Clemens, built Telfar on a unique blend of accessibility (affordable price points) and exclusivity (limited releases). Luxury brands have increasingly adopted this model but at significantly higher prices, raising questions about its true effectiveness in the luxury space.
Telfar’s physical launch of ‘The Carry’ signifies a rejection of this trend. It allows customers to experience the bag directly, eliminating the frenzied rush of online drops and the problem of bots snapping up inventory. This strategy also combats the resale market, where Telfar bags often fetch prices much higher than retail.
The ‘Carry’ is available in small, medium, and large sizes, with prices ranging from £391 to £953. While this represents a higher price point for Telfar, it remains significantly more accessible than traditional luxury brands, which have witnessed substantial price increases in recent years.
Telfar’s decision to launch ‘The Carry’ at Selfridges is strategic. The iconic London department store is known for its curated selection of luxury goods, providing a platform for Telfar to reach a wider audience and further establish its presence in the luxury market.
Beyond the new leather bag, Telfar is also launching a 20-piece capsule collection with Wilsons Leather, a brand that holds nostalgic significance for many. This collaboration, with prices ranging from £195 to £495, showcases Telfar’s commitment to quality leather goods.
The collection includes ribbed basics, offering a glimpse into Telfar’s upcoming collection, whose details are yet to be unveiled. But if this latest strategy is anything to go by, we can expect more exciting developments from Telfar, moving beyond its Bushwick roots and solidifying its position in the world of luxury.
