Nick Martell
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Appearances Over Time
Podcast Appearances
But besties, here's a T-Boy original.
What Jack and I find fascinating is that we think one hit song from Shaboosie explains the handbag's decline.
Yes, the Virginia-born country-slash-hip-hop artist.
His song was number one for a record 19 straight weeks in 2024.
That song, Tipsy, and the summer, 2024, the same time that handbag sales peaked.
A key line in the chorus of Tipsy is, my baby bought a Birkin.
She's telling me all night long.
And he repeats it like three times.
He named her off to $25,000 Aramaze handbag in the most popular song in America.
Now, if that happened to Levi's, they would be thrilled.
They love pop cultural moments like when Beyonce put Levi's in the title of one of her songs.
Levi's stock jumped as soon as Beyonce name-checked Levi's.
But Birkin didn't love the exposure from Shaboosie.
They did not, Jack.
It mainstreamified something that's supposed to be exclusive.
They don't want to be in any stream, main or otherwise.
Because accessibility and aspiration don't mix.
It's our golden rule of luxury.
You can't put up a velvet rope and then let everyone in.
A Birkin buyer doesn't want people to think they bought it because of that viral song by Shaboosie.