MODE
JANUARY 13, 2025
TEXT by Carl Foading
How Telfar
Clemens contributes to the culture
about making his brand, Telfar, exist according to its slogan : “It’s not for you,
it’s for everyone”. The message is clear : his products are for the people.
Everyday people are who make Telfar, and with the help of social media,
they have the possibility to become the face of it by getting permanently
reposted on the brand’s social media page.
Each drop the brand launches is meant to be an exhilarating experience, being accompanied by an original theme song created, in collaboration with Ms. Carrie Stacks, as well as a new colour or material of their renowned Telfar bag.
The one invariable factor about Telfar’s offer is its price, as Clemens
has explicitly stated it would not be increasing, despite the boost in its notability engendered by public figures such as Beyoncé, Zoë Kravitz or Sasha Obama
carrying their “Telfies” out and about.
“Beyoncé has the bag, and so does the person at Chipotle, everybody should have to pay the same price I want my clothes to be affordable”.
“I’m not trying to aspire to be the Birkin. […] I don’t even know who Jane Birkin is. And I don’t care. I don’t want one !”