As most of us are, I'm very easily influenced to buy what I see on TikTok. And as a college student with an expensive taste and no budget to support it, my wishlist is made up of designer finds that I can only dream about owning.
After watching an unboxing video on TikTok posted by @endlesssupplyllc, another product was quickly added to that list.
The brand? Chrome Hearts. The product in question? Chopsticks.
Their chic black design topped with the brand's signature silver cross immediately captured my attention, and the algorithm knew it. After Chrome Hearts took over my For You Page, I had to see for myself what the hype was about, and I rushed to their website.
You can imagine my surprise when I found a website that was almost completely blank.
With the exception of fragrance and Baccarat crystal, none of their products can be purchased directly from the Chrome Hearts website. The only way to shop Chrome Hearts, aside from visiting a resale site like StockX, is to shop in-person at one of their stores.
Source: The Hollywood Reporter
In an age where online shopping has become the norm, why hasn't Chrome Hearts followed in the footsteps of other designer brands?
According to Michael Portone, the owner of Endless Supply, the answer is simple. We want what we can't have.
"I think their limited online presence is intentional to keep the brand exclusive," Portone said.
Designer brands all carry a certain level of exclusivity as a result of their price point, and Chrome Hearts is no different. Being able to afford a designer piece is a status symbol in itself, but many large designer brands have sacrificed exclusivity for the sake of accessibility. Websites packed with products that are just one click away from being yours have made purchasing designer products much more accessible to the consumer, even if the high price tag remains the same.
What sets Chrome Hearts apart from other designer brands is their unwillingness to cave into the digital direction the market has gone, and the fact that their business hasn't suffered because of it.
The brand, which has been around since the late 80s, has seen a massive surge in popularity from social media as more celebrities and influencers have been spotted in Chrome Hearts. Even with their minimal online presence, the internet can't get enough of this edgy designer house.
We're obsessed with Chrome Hearts because they prove that in a digital age, innovative design and impeccable quality will always come out on top.
Portone said it best, "Chrome Hearts doesn't want everyone to have Chrome Hearts."
By keeping high quality and exclusivity, anyone walking around in Chrome Hearts becomes an enviable status symbol.