Author | He Shuyao
At the beginning of June, it was bought in mid-summer explosion of Uniqlo UT joint family and Ruqierzhi. But this time, people rush to buy Uniqlo UT posture a little too hard.
There drilling the door, there is creeping forward, there ...... all shot fists are derived from Uniqlo UT jointly with the artist KAWS's officially on sale in the early morning of June 3rd.
(Photo caption: buy Uniqlo × KAWS joint UT consumers Source: Weibo)
Night squatting online buying unsuccessful, people have turned to the next store fronts. See the mannequin-like clothing on the body of Pa, buy a few clothes basket Stock your hands up and down the Titans ...... all the people, "Chong Chong Chong" reached its peak in today's Uniqlo major stores.
Many eat melon as curious masses with DT monarch, but is more a two-shirts painted with "XX", ambiguous expressions cartoon image than regular T, how there will be so much charm?
1 bought explosion KAWS
In China it is red with a joint together
Although the explosion was robbed in the country, until now, there are a lot of people feel hot KAWS look ignorant force. We know who briefly under KAWS that? In the end is how to fire up?
KAWS actually started a trend from the United States graffiti artists, known in China originally not that high. He is keen on commercial advertising posters in the streets of New York graffiti bus station or kiosk, different from the general graffiti, KAWS always add their own original graffiti on advertising posters, spoof means full.
In the United States, KAWS unique artistic spirit spoof respected, and in addition he specializes in the use of social networks and expand the influence of outside business activities, but also with the then cultural trends are not unrelated - nineties, American street culture is in the ascendant.
The rise in popularity in China, from the timeline view, and Uniqlo are closely related.
DT Jun query data found that this is not the first time jointly with KAWS of Uniqlo. As early as 2016, Uniqlo launched a joint KAWS T-shirt. The series at the time of one week to reach total sales of 500,000 a month in sales reached nearly one million. Even for repeatedly create sales stories of Uniqlo UT, this is an amazing good results.
In 2016, Uniqlo UT joint sale KAWS that time, KAWS's search index in just one week, from obscurity to rush its peak. KAWS This is the first time into the mainstream view in China, even though the majority of young people do not even know that he spent 99 yuan to buy a T-shirt printed in the end what.
如此凑巧的数字让DT君相信，让一个在国内尚算小众的潮流IP引发如此风波，幕后推手正是优衣库。
三年前的KAWS还完全不为国内广大吃瓜群众所闻，优衣库通过KOL和时尚媒体向人们不断灌输KAWS的相关信息，让年轻人们相信，这个LOGO意味着酷、潮流和与众不同。
2 潮流品牌KAWS
怎么就成了大众现象级网红
不过，即使是2016年抢下优衣库与KAWS联名UT的人，大概也没料到三年后身上的“XX眼”小人，能成为现象级网红。
DT君潜伏微博与众社区论坛，进行了一番观察调研，发现这事儿可能还得感谢一下Dior。
如果说几年前，KAWS的品牌合作还多在潮牌圈进行，去年主流奢侈品牌Dior与KAWS推出售卖的一系列限定产品，证明KAWS已成为商业价值达到顶尖的潮流IP——一个字，就是贵。
KAWS与Dior的联名玩偶售价5万元人民币，而今在二级市场已经被炒到16万元。而联名T恤虽然没那么金贵，但官方售价也要四位数才能买到。
今年4月，一场拍卖再次让KAWS的艺术价值冲上高峰——KAWS于2005年创作的画作在香港苏富比以一亿港币落槌成交。
（图片说明：KAWS被拍出一亿港币的画作《THE KAWS ALBUM》。）
这个消息被铺天盖地的解读为“曾经的UT联名，如今价值一个亿”！
看到这儿，DT君摸着干瘪的口袋，突然很能理解人们在优衣库门店里张牙舞爪的样子——毕竟，这大概是最后一次，只用花99元，就可以将艺术价值一个亿、四舍五入也是件Dior同款的KAWS穿上身了。
3 全民KAWS背后
还是优衣库会玩
从“不知道KAWS是啥，跟风买了”到“全民KAWS”冲上热搜，这离不开实在会玩的优衣库。虽然总有人吐槽优衣库款式的时髦度不合格，但DT君发现优衣库的不少联名都俨然立稳了潮流人设，捧红KAWS倒也不是偶然。
2003年诞生的UT，最初只是印着流行卡通形象和品牌Logo的廉价T恤。直到2006年，优衣库请来了在日本广告与设计界都颇有名气的设计师佐藤可士和担任艺术总监，并开始尝试跟103家公司的127名设计师共同合作，UT就开始一发不可收拾地奔着年轻人的潮流文化象征而去了。
从优衣库目前天猫官网在架的产品销量来看，销量前十的UT都卖出了几万件，最受大众欢迎的UT来自迪士尼的米奇、迪士尼公主、Line Friends、小黄人和高达等知名卡通IP。
不过，优衣库的联名当然远远不止这些。
DT君找出了近两年优衣库UT较为热门的合作品牌和IP，发现优衣库的联名合作实在是一个“优衣库宇宙”：漫威的超级英雄、卢卡斯影业的星球大战负责征服漫威粉和星战粉，高达、柯南、周刊少年JUMP收服日漫粉，暴雪娱乐和任天堂掏空游戏党的钱包，最可恶的是还有迪士尼、皮克斯、哆啦A梦、海绵宝宝等收割了几代人童年的大IP……
于是每到UT上市，社交网络就一片“哀嚎”，称优衣库爸爸又骗我钱。
除了是娱乐界的老司机，优衣库还在一些小众领域开疆拓土。在潮流艺术界，除了这次发售的KAWS，优衣库去年也赶过村上隆太阳花的热潮。抓紧ACG圈子、不放过追潮流的大众，UT联名连文艺青年也要收入囊中。不管是音乐发烧友，还是艺术博物馆爱好者，总能在优衣库找到所爱。
也许正如品牌所追求的，希望UT“More than just a T-shirt”，不仅在迎合年轻人的口味，甚至在引领年轻人对于潮流的追逐和向往。
这次被抢断码的KAWS X UT理应是又一次引领潮流的典型案例，只是一不小心潮过了头。KAWS在全世界范围内急剧上升的知名度和艺术地位固然居功至伟，但真正引人关注的恐怕还是“最后一次联名”概念，“稀缺”就值得一抢，“低价”让更多人抢得起，于是引得人们为了抢购UT差点把门店砸坏。
事态的发生和潮流的引爆，不禁让DT君想到了前不久的现象级网红——星巴克猫爪杯。同样的队伍长龙和同样的争抢乱象，让DT君不由得怀疑自己的记忆又被倒带了一回。
考虑到人类的本质就是复读机，跟风才是全民购物的奥义，DT君只求未来在奔往超市抢鸡蛋的路上，大家可以下手轻一点。