The Apple x Issey Miyake iPhone Pocket is already sold out in US store

Early Nov 4, a crowd of people lined up outside Apple’s SoHo location in New York to be among the first to get their hands on a new, limited-edition product: an up to US$230 ($$299) iPhone pouch the company said is “inspired by the concept of a piece of cloth”.

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The iPhone Pocket, as it is called, is a wearable smartphone sling made in collaboration with Issey Miyake, the famed Japanese label that created the signature black turtleneck often worn by Apple co-founder Steve Jobs.

But the fashion brand also has a loyal following in its own right, which helps explain the queue of customers who treated the launch like a drop from Supreme or Nike.

“It’s so cool design-wise because it’s designed by Issey Miyake,” said Lee Aizner, a 26-year-old women’s fashion designer in New York City. “As a designer, | love it.”

Aizner, who owns several Issey Miyake items, including a blouse and pants, hoped to buy one of the longer ones in black, but it sold out minutes before she arrived.