With more than 300,000 followers on Instagram and half a million on TikTok, he makes weekly videos of himself cutting up and burning expensive bags to see if the quality of the materials justifies their price.
The basic principles of luxury are exclusivity and the exceptional quality of materials. However, luxury and the price that comes with it can often be an abstract concept. At least, that’s what Tanner Leatherstein says, a leather expert who ‘deconstructs’ – tears apart – luxury goods to determine if the quality of the materials justifies the price and if the craftsmanship is truly genuine (handmade).
“The big luxury companies take advantage of this lack of knowledge and give you mediocre products,” he says on his website. “Through Tanner’s Club, we will not only inform you, but also entertain you on a variety of leather-related topics.”
With more than 300,000 followers on Instagram and half a million on TikTok, Tanner shoots weekly videos of himself cutting up and burning iconic bags and other leather goods.
According to his calculation, most products are not worth more than 150 dollars, including materials and production costs, although prices in stores can be 10 times higher!
Of course, he does not calculate other aspects that add value, such as for example planning, research, marketing, retail and production costs. In major fashion brands, for example, leather workers are the ones who maintain the brand’s heritage and unique craft skills, and their wages are commensurate with their importance. All these elements raise the price.
“People often use price as a criterion for quality, but that rarely works,” Leatherstein says in one of his videos. “Brands that use good leather can’t stop talking about it. You have to look at the labels. Descriptions like “genuine leather” mean nothing, while others like “vegetable tanning” or “natural grain” do.
The sizable amount of money Tanner spends every month on luxury products only to ruin them is actually an investment. Tanner explains on his website that he comes from a family of tanners and that he dyed his first leather jacket at the age of eleven. In 2017, he founded two leather goods brands, Pegai and McTroy, which he describes as “good quality and fair price”. And a year ago, he started promoting himself with his fascinating videos that “deconstruct” luxury bags.
He doesn’t just dismantle leather goods, he also acts as a consultant: “I created this site to be a tool for entrepreneurs,” he explains. “I’ve been in this business for five years and my brands have grown.” As he himself says on TikTok, part of the profits from his tokens go to the organization “Save The Children”.
In short, the videos are an exercise in pure branding: in order to promote his own products, he deconstructs and criticizes leather goods, without considering the brand’s intangible value, which, like it or not, is the main reason behind their exorbitant price.
@tanner.leatherstein Louis Vuitton Epi Leather (In-Depth Review) #louisvuitton #lv #epileather #lvbag #bagtok #fashiontips #luxuryshopping #luxurybag #fashiontok #leather #leathertiktok #leathertok #tannerleatherstein #fashionadvice #louisvuittonbag ♬ original sound – Tanner Leatherstein
Read the News today and get the latest news.
Follow Skai.gr on Google News and be the first to know all the news.
I am Frederick Tuttle, who works in 247 News Agency as an author and mostly cover entertainment news. I have worked in this industry for 10 years and have gained a lot of experience. I am a very hard worker and always strive to get the best out of my work. I am also very passionate about my work and always try to keep up with the latest news and trends.