Its always nice to see a random collaboration it keeps you wondering whats next but don’t be surprised if you start seeing more companies making apparel deals with clothing brands . In the world today big business knows that in order to stay afloat you have to stay in tune with the streets in order to do that you have to either create a lifestyle for your brand or attach you brand to a previously created lifestyle . Over the years I have seen plenty of brands do it the wrong way . Lets take McDonalds for example when trying to solve the problem of how to attack the ‘African American Market” McDonalds took the approach of attaching themselves to the long time existing culture of ’hip hop” with the hope that raps would make blacks buy more Big Mac. Worst attempt ever in the history of branding and it made many hate the fast food place . Amazon has taken a more subtle and seamless approach to gaining a lifestyle identity they did a collaboration with a high ranking streetwear brand that is loved and respected by all that embody the culture. The design is effective and simple some may not like it but the fact that you are talking about it generates more site traffic for amazon which leads to more purchases. which is obviously the main goal . Kudos to Amazon for effective lifestyle branding .