MAKE AMERICAN COOL AGAIN (Ep02): in Los Angeles with Etai Drori


It’s all about the United States with the presidential elections in full swing so Sneaker Spirit is exploring up-and-coming designers in America. Let’s head to Los Angeles with the up-and-coming designer Etai Drori who’s reinventing luxury brands and dressing everyone from Tyga and J Balvin to Rosalia, Billie Eilish and Chiara Ferragni.

Before taking on the role of artistic director at Off-White and taking over at Louis Vuitton, Virgil Abloh was a bootleg specialist. So what’s the difference between a bootleg and counterfeit product? Counterfeit attempts to reproduce a brand’s original product as faithfully as possible whilst a bootleg uses the brand’s codes and logo to invent a product that doesn’t exist.

Dapper Dan came up with the movement in the 70s and 80s and it’s still going strong with growing numbers of designers with experience surfing the wave. Etai Drori is one of them. Maybe one of the most popular. The 26 year old American of Israeli origin, son of Nony Tochterman and Yosi Drori, grew up in the world of fashion and luxury. His designer parents founded the Petro Zillia brand in 1997.

Etai Drori’s entrance into the luxury world was less conventional than his parents. He bought vintage or unpopular designer items, such as Louis Vuitton terrycloths, and turned them into unique products: from tracksuits and lighters to bags and luggage, dog accessories, watches and splints. All under an avalanche of logomania.

Bright, colourful and spectacular, artists in search of something unique fell head over heels for Etai Drori’s pieces. Rosalia hit the Coachella stage with J Balvin in an LV-branded outfit inspired by Juicy Couture tracksuits from the Noughties. These pieces may not be available to buy but they’ve gone viral on social media… and we understand why.

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