Disruptor. Trailblazer. Anomaly. As Telfar Clemens’s star rises in the fashion industry, so too does the number of synonyms used to describe what has been abundantly clear since the designer’s debut: When it comes to Clemens, always expect the unexpected. So when the Telfar team sent out invites for a “press conference,” guests didn’t know what to expect when they walked through the entrance at Pier 17 in New York City. Clemens didn’t stage a traditional fashion show, but what took place was a show nonetheless.

Black chairs lined the waterfront space, positioned in an arc shape and facing a long black table with a mysterious, never-before-seen Telfar emblem. After an NBA-like introduction of each panelist—which included rapper A$AP Ferg, singer Ian Isiah, artist Kandice Williams, and more—Clemens finally made his entrance to take a center seat at the table to inform the crowd of the brand’s newest development. Enter: Telfar TV.

According to our sources, Telfar TV is a 24-hour public access network where the Telfar community can upload their own art featuring a Telfar bag (naturally). Why would a fashion brand launch its own TV channel? Well, if you’ve been a longtime fan of Telfar, you’d know that all of the brand’s marketing ploys use fan-made videos and/or photos. With Telfar TV, Clemens is giving his loyal devotees a destination to share their own work, further driving home the brand’s ethos of fostering community. “It’s a drip, it’s not a drop,” Ian Isiah said at one point during the conference, before breaking out into a whole song.

Speaking of “drips,” Telfar TV will also become the new (and possibly) easier way to secure a Telfar bag starting with its newest silhouette. During the press conference, Clemens interrupted a guest’s question, excitedly saying, “Wait, I have another announcement.” Like a game show model revealing the night’s prize, Clemens pulled back a black sheet to reveal Telfar’s new duffle bag. The duffle, available in three sizes (small, medium, and large) can only be purchased via Telfar TV.

Courtesy of TELFAR

As Isiah expertly sang, “a drip is not a drop,” which means that future Telfar releases on Telfar TV will never be announced to avoid bots and resellers. Clemens explained that if a certain amount of people are watching Telfar TV, the brand can put a QR code on the screen and whoever scans the code can purchase a bag without disappointment. “The drip is for the real ones,” the brand explained in a post-show press release. “The deep cuts we play for those still rocking w us at 6:00 in the morning.”

Telfar TV can be accessed on Apple TV and Roku. Good luck.

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