How to enhance cult status through collaboration

The Grenson x New Balance hybrid trainerBrand tie-ups on limited edition specials are often seen as a way to craft cult status. However, for collaborations to resonate in a meaningful way they must have a purpose.
Tim Little, owner and creative director of footwear brand Grenson, says he is regularly approached to take part in brand collaborations, but if it’s just a case of “putting a logo on it” in order to sell more, the team are not interested. They believe collaborations