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From there, Telfar’s handbags began to bubble up as a favorite among the fashion set and were dubbed the “Bushwick Birkin” by makeup artist Xya Rachel. Still, Telfar didn’t get the love it rightfully deserved, despite its popularity among the fashion set, until 2020. After calls to support Black-owned businesses in the wake of protests following the murder of George Floyd, the brand began to blow up. Telfar’s shopping totes were everywhere—from being featured on The Wendy Williams Show to being spotted on celebrities such as Beyoncé and Oprah. Rather than letting the hype die down, Clemens has kept the brand more relevant than ever through cunning business moves like launching its Bag Security Program with Klarna so customers can preorder the totes in every size and color, along with establishing collaborations with Ugg, Moncler, and the Liberian Olympic team and its first-ever blind preorder with Eastpak.
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