From Hype Beast Radio, I'm Jeff Staples, and this is the business of hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

Hey everyone, it is officially season six of the business of hype and we come out of the gates with not one but two amazing guests to the show.

And these guys both hail from the intersection of luxury and street.

Now, unless you've been living under a rock for the past few years, the world of luxury has been completely redefined and turned upside down.

This week, we get to hear what it's like today, inside a luxury house, and a possible view on what it's going to be like tomorrow.

Let's face it, street culture invented the concept of the drop.

This is where brands forego the traditional fashion calendar of seasons and literally just drop or release products whenever they want.

For streetwear brands, this actually came out of necessity. They lacked the funds to do fashion shows or attend trade shows and didn't have the network to gather pre-bys from stores all over the world.

So what do they do? They just

drop products as they made them and hope that their small but loyal fan base would support.

It's no secret lately. Luxury brands have adapted the same exact concept, but a multi-billion

dollar corporation with dozens, if not hundreds of years of heritage, has to think way beyond the

drop. So how does a brand stay relevant in this confluence of street culture and high fashion luxury?

Well, we get to hear from two people who probably have better insight than most. One may be young

in age, but he's not new to the world of brand building.

In fact, he was kind of born to do it.

A CEO who's taken over a story brand and brought new life with a new generation of consumers coveting their iconic products.

The other is a true OG who will forever sit as one of the most perennial men's wear designers the industry has ever seen.

He bridges the gap between street and luxury with effortless flow and attention to detail.

So get ready.

Everyone, please welcome to this special episode of The Business of Hype, the CEO of Ramova,

Alexan Arnaud, and Christian Dior's artistic director, Mr. Kim Jones.

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