Stephen Colbert on the (Absurd) Power of Branding

Have You Stocked Up on Colbert Hip Hop Tube Socks Yet?

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For the second week in a row, our clip of the week comes from, yes, Comedy Central's "The Colbert Report." In this brief segment that aired as part of Wednesday night's show, Stephen Colbert talks about Kanye West's latest excursion into fashion, the A.P.C. Kanye Collection, a collaboration with Paris-based ready-to-wear label A.P.C. that consists of a "capsule collection" of just jeans, hoodies and t-shirts.

Colbert zeroes in on the A.P.C. Kanye Collection plain white t-shirt that retailed for $120 (it's already sold out). What makes it worth that? Branding! It was marketed, apparently unironically, as the "Hip Hop T-Shirt"... which gave Colbert some ideas for his own Hip Hop collection.

P.S. Last week's clip is right here: "Watch Colbert's Hilarious Take on the Royal Baby Watch."

Simon Dumenco is the "Media Guy" media columnist for Advertising Age. Follow him on Twitter @simondumenco.

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