Coveted Collaborations

When brands get together, the result is often magic.

- Magandeep Singh

BACK IN THE DAY, EVEN more interesting than hearing about the last feature that the upcoming iPhone would tout was to discuss just how long the line for it went around a few blocks, with crazy stories of zany people who had camped out in the cold for days just to be among the first few to get their mitts on one just as it was launched. Then, a lot of the drama moved online. As brands started organising flash sales through websites or other online retail points, people would wait with baited breath all around the globe, and records would be made as to just how fast the few gazillion units got picked up in barely a few microseconds, or, fairly often, just how quickly a website crashed, unable to deal with the rush.

The iPhone line is not a thing any more, and even those online sales are far from anything so riotous. That said, there are still products that capture the world’s collective imagination, articles of desire that get our aesthetic goat so bad that we just have to have them, never mind the irrationality involved in the acquisition, both financial and emotional. Here are a few products that have recently been more coveted than Zeus’s lightning staff.

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