Gawd this reeks of stodgy old company run by olds trying desperately to participate in modern youth hype culture.
“Hayek tells us… “It's all about collaboration at the moment, collabs are very fashionable, between Gucci, Balenciaga, Adidas... whoever is working together. But often it's also just a marketing gig. You put the logos from one to the product of the other one and that's it. Here we wanted to go a step further….”
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