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When Jane Birkin's boyfriend ran over her beloved wicker basket, she was stuck lugging a messy tote onto a flight to London. As her HermĂšs planner exploded across the first-class cabin, her mortified seatmate suggested she needed a bag with pockets. "HermĂšs doesn't make one with pockets," Jane sighed. He replied: "But I am HermĂšs." Jean-Louis Dumas, head of the luxury empire, watched Jane sketch her dream bag on an airplane vomit bag. Three years later, the first-ever Birkin arrived as a gift⊠kicking off what would become the most expensive, hard-to-get handbag design in the world. But this hand-stitched masterpiece wasnât always the ultimate status symbol. The Birkin didnât fit in the logo-obsessed 1980s, and didnât truly pop off until it landed a starring role on Sex and the City. Today, Birkins start at $12,000 with impossible waitlists, while the rarest sell for $450,000âmore than some housesâand have spawned multi-million-dollar counterfeit rings.Â
Discover how HermĂšs weaponized scarcity to invent the Holy Grail of handbags;Â how a luxury product can outperform the stock market; and why the Birkin Bag is the best idea yet.
Subscribe to The Best Idea Yet for the untold origin stories of the products youâre obsessed with â and the bold risk takers who made them go viral.
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About Us: The daily pop-biz news show making todayâs top stories your business. Formerly known as Robinhood Snacks, The Best One Yet is hosted by Jack Crivici-Kramer & Nick Martell.
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