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A growing number of OG fashion houses are tapping today’s most culturally relevant brands to appeal to the modern consumer in a new way. Brands like Louis Vuitton and Gucci gained Gen Z mindshare in 2020, and research firm Piper Sandler attributes this to the rise of platforms like StockX. As more consumers – especially younger ones – turn to the secondary market for limited release products, even more heritage designer brands will join the fray. Below, we explore this phenomenon through the increasingly interconnected world of hype designer collaborations.