Supreme x Tiffany & Co. collaboration tries to sparkle with younger shoppers

This is definitely not your mother’s Tiffany.

Tiffany & Co. dropped a collaboration with streetwear brand Supreme on Thursday in a move to help the 184-year-old jeweler attract more millennial and Gen Z shoppers.

It’s the American luxury brand’s latest attempt to appeal to younger customers, and lessen its dependence on engagement rings at a time when fewer people are getting married. It was acquired by LVMH LVMH, for almost $16 billion in January — when it raised eyebrows by launching a campaign using the slogan “Not Your Mother’s Tiffany” that offended some longtime customers.

Supreme, which was acquired by VF Corporation VFC, +0.26% in November 2020, has grown its audience relatively quickly since opening its first store in 1994. Supreme is known for a loyal fanbase that lines up for the latest product releases. Supreme originally targeted New York-based skaters, but has since collaborated with more than 50 brands and artists, including Lacoste, Emilio Pucci and Nike NKE, -0.77%, among others.

Alexandre Arnault, the vice president of product and communications at Tiffany & Co., is also the former CEO of high-end luggage maker Rimowa — where he previously collaborated with Supreme on a $1,600 carry-on.

And this isn’t Tiffany’s first streetwear company collab. The company also launched a jewelry collection with Dover Street Market in 2019.