Upcycling at Louis Vuitton: The Coolest, Most Expensive Clothes on the Planet Are Made From Other, Older Clothes

Direct-to-consumer sustainable fashion isn’t merely a business model—it’s an aesthetic. Look at buzzed-about, millennial-targeting brands like Allbirds, Everlane, and Outdoor Voices, and you’ll see they share not merely a well-branded commitment to environmentally conscious production, but an eerie, soulless minimalism, too. Allbirds sneakers are a kind of anonymized combination of popular Nike models like the Flyknit and Presto; Everlane seeks to hack business casual and weekend wear with unbranded crewneck cashmere sweaters, skinny jeans, and straight-leg chinos. These brands tap into a vague American ideal of good taste, eagerly inoffensive that results in a strange corporate perfection. The clothing doesn’t look designed so much as optimized.

The trouble is that this look is at odds with the very principles of sustainable design. As a New York Times report revealed in July, Everlane’s minimalism obscured issues with its promises of transparency and fair labor. But even “sustainable” fashion still emphasizes

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Grab a Shiny Breda Watch in the Latest GQ Best Stuff Box

Here at GQ, our Best Stuff team casts a wide net—from workout clothes and meal kits to eye creams—to find the stuff that’s actually smarter, more stylish, and just generally the best of its kind. And four times a year, we pack a category-smashing mix of our favorite things into the GQ Best Stuff Box—and then ship it directly to your door. We also give you a great discount in the process: Each box costs $50 but has a retail value of over $200.

We packed our Fall 2020 Best Stuff Box with a custom version of our favorite affordable timepiece—the Virgil watch by Breda—a leather wallet, and loads of grooming goods for your “me time” routine. Needless to say, this one’s been selling fast. Get the full lowdown from GQ writers Yang-Yi Goh and Daniel Varghese, and GQ Deputy Fashion Director Nikki Ogunnaike—reporting from home!—below, then

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Drake’s Watch Collection Is as Fun as it Gets

Beer has the Most Interesting Man in the World: Dos Equis’ suave silver-haired spokesperson who paraglides, keeps an owl as a pet, and in one commercial descends from a helicopter to play a piano alone in the middle of the desert. The watch world has Drake, whose every piece notches a new, beguiling achievement in horological history. For Drake, nothing is off limits, nothing too gaudy, nothing transgressive enough. We are talking about a guy who customizes Rolexes, wears super-classic Pateks in rotation with roulette wheel-bearing wrist behemoths, and leverages his designer connections to score one-of-a-kind timekeepers.

.His collection is dazzling precisely because he seems to have skipped out on watch collecting 101. He customizes even the most iconic, do-not-customize watches, wears women’s Richard Mille pieces, trades out traditional bands for gaudy bracelets, and stands behind brands that make conventional collectors wince. These are all cardinal sins for collectors,

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The Gatekeeper of the Patek Philippe Tiffany Dial

In the spring of 2018, after his favorite watch dealer helped him secure a Patek Philippe 5960/1A—a roughly $45,000 stainless steel watch with a black dial, perpetual calendar and chronograph—investment banker Shahriar Attaie sent her a bobblehead. It was a gag gift, far mellower than the magnum bottles of Veuve Clicquot typically traded in the aftermath of a high-priced transaction, but its subject made it stand out: bobbling atop a black suit was the head of that watch dealer herself, Kelly Yoch. Attaie bought half a dozen—it was cheaper to order five or six, he says, than it was to get just three.

In Attaie’s rarified world, the bobbleheads became something of a sensation. Collectors within Yoch’s wide circle passed them around when they went on trips, photographing the bobblehead in far-flung locales. Someone made an Instagram account for the bobblehead. One was stolen. Yoch posted a photo of hers

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Vintage Ikea is the Cool New Design Trend

David Pierce, the Los Angeles owner of MIDCENTURYLA, which specializes in furniture of that era and imports Swedish, Danish, and Brazilian styles, among others, has been selling Ikea for 16 years. When he started, he told me, he “debated whether it was smart to reveal” whether a piece was Ikea—but he does so now. Cat Snodgrass, who runs Bi-Rite Studio in Brooklyn, which sells mostly ’70s and ’80s Italian-type furniture, often styles vintage Ikea pieces beside items with more obvious cachet, like a Joe Colombo trolley. The idea, she says, is “to reintroduce Ikea to our customers in a new context.” Vintage Ikea pieces are “consistent: simple, affordable, and completely unpretentious, with a modernist back-to-the-basics approach to design that has a universal appeal.”

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The Coolest New Watches Don’t Look New At All

A slight yellowing of something that was formerly white is usually considered a bad thing (see: teeth, shower grout, your favorite white tee). When it comes, however, to vintage timepieces—the market for which shows no signs of slowing in the age of coronavirus—the reverse is actually true. The reasons for this are as complex and nerdy as the vintage watch game itself, but suffice to say that collectors highly value authenticity and uniqueness, making a watch with a “tropical” dial or yellowing lume (the stuff that makes hour markers glow in the dark) worth potentially thousands more than one in box-fresh condition. Because of this, and because there are only so many perfectly patinated vintage watches out there, watchmakers have gone ahead and made a bunch of new ones with the patina already baked in. With their retro looks and subtly yellowed “fauxtina” markings, these watches

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