True to the brand's unconventional ethos, Telfar's New York Fashion Week event wasn't a runway show, but instead a press conference where it announced a new venture and innovative retail concept: a literal TV channel.
According to the brand, Telfar TV encompasses two separate channels: Telfar.TV and FTV; the latter is in partnership with the film collective Ummah Chroma and Random Acts Of Flyness director Terence Nance. You can watch them online, via a dedicated mobile app, or on your TV through streaming services like Roku and Apple TV.
Telfar.TV broadcasts live 24/7 and will unveil new collections (Spring 2022 will debut there) and collaborations (like the next Ugg range). To involve its active and creative online community, it will also air user-submitted videos. (Contributors "might get a bag in the mail," according to the brand.) As it develops more programming, including shows and movies "on the same scale as other networks," Telfar is working on ways to do so "without requiring the artists we work with to renounce the ownership of their ideas."
Telfar.TV will also serve as a shoppable hub for new drops of the brand's highly coveted bags. This "bot-free" feature is called "Drip." QR codes will show up on the screen randomly; every person that happens to be watching at that moment can scan them with their phones to make purchases. Telfar also partnered with Klarna to offer flexible payments. Per the brand, "The drip is for the real ones."
Founder Telfar Clemens brought friends like A$AP Ferg, Kandis Williams and Babak Radboy, the brand's creative director, to announce and answer questions about the news. But they didn't just talk — they also unveiled a new bag style that is sure to be just as tough to get your hands on as its iconic shopper: a zippered duffle that will be available in small, medium and large sizes, only on Telfar.TV through drips. We wonder: If the totes are the "Bushwick Birkin," what should we call this one?
This article was updated after publication to include additional information and photos from the brand.