In his last public appearance, Steve Jobs wore a sweater by exclusive Berlin label Von Rosen. Since his death earlier this month, the company has seen a huge rush in sales of the €420-cashmere turtleneck.
The trademark black jumper is now nearly sold out, as Jobs fans worldwide are racing to own a slice of Apple history.
In the spring of 2010, company director and self-confessed Apple-enthusiast David von Rosen sent one of their cashmere jumpers to Apple headquarters. “We felt that our design philosophy and Apple’s were on the same wavelength,” he said in an interview with Suddeutsche Zeitung.
“We thought it would be awesome if Steve would wear our jumper, although we knew it probably wouldn’t get past his secretary,” he added.
But much to von Rosen's delight, Jobs then registered with the high-end designer and ordered several more of their pieces alongside the now iconic turtleneck. They were all, of course, black. Not only that, Jobs took to wearing Von Rosen in public appearances.
“We never expected that Jobs would choose one of our pieces for an official appearance,” von Rosen said.
But despite the boom in sales after the death of 56-year-old Jobs, von Rosen is facing closure after legal problems with fashion brand Paul Rosen, as the names are too similar.
As a small label, Von Rosen believes his company has “no chance of survival” against the much larger brand, which is stocked at department store giant Peek & Cloppenburg.
As for a change of name, von Rosen quickly dismissed the idea, saying “neither our customers nor the fashion industry would be on board for that.”
American designer and creator of Jobs’ other black jumpers, St Croix, has also reported a complete sell-out. Unlike Von Rosen, they are in a better position to produce more.
For now, a very limited number of the jumpers are still available in black, but Jobs-enthusiasts may only have until the end of the year to get their hands on one, as the company faces being shut down.
Your comments : by lordkorner People are such sheep, and so silly.
by zeddriver He's going under because the fashion industry won't accept a name change. Rubish. €420 for a plain black jumper. That's why he is going under.