GM all. Hope you had a nice Christmas and got everything you wanted from your SSENSE wishlist. I am currently in the midwest and feigning to get back to NYC.
Today I am pleased to be dropping an EXCLUSIVE interview with the elusive founder of one of the most exclusive, inaccessible, and interesting brands gaining steam: Vehicule Magazine.
Based in Miami, Vehicule got its roots with a beautiful print magazine detailing the history of “high-stakes world of offshore powerboating and its dramatic underbelly riddled with drugs, smuggling, cheating and murder.” and has expanded into creating luxury one-off products like—
A G-Wagon
Togo
$1,000 Cold brew
An OVO co-sponsored speedboat
Ferrari
Bikinis
$500 Trucker Hat
These products are all created through Vehicule’s unique lens. Vehicule’s meticulous craftsmanship, price points, and media exude a feeling of the coolest club you can’t get into so I was dying to speak to the founder Chris. Let’s get into the questions—
1. Tell me about the inspiration behind Vehicule.
We started with a 100Euro Print edition during covid. we had no ads, no name, no nothing, our distributor (one of the better ones) told us we
will never sell one copy. we sold out our first 2500 copies in a month. then we raised the price to 250, then to 500, 1k and even 10k.
2. Who is the Vehicule customer?
Truck drivers, ex presidents, killers, drake
3. The magazine is a fantastic distillation of art direction, photography, and history. Talk to me about the process in creating it, and how the price point allows you to have complete editorial freedom.
Its just me and my wife and one guy who helps me write it all since im dyslexic. i have only read it once, but i hear good things.
4. I love how wealth, luxury, and exclusivity is communicated through the product line. Although Vehicule finds its roots in speedboat racing, you have crafted an extensive product line. Whether it be the $1,000 cold brew, G-Wagon, or custom print Togo. What is the intention behind the products and projects chosen?
We meet a lot of different readers and venture off and make one off items for them. the togo was actually a direct collaboration with Ligne Roset in Germany. we helped them pin point the togo and hyped it up quite a bit. then we told the store to buy around 1.4 million euros worth of togo,
when the demand went though the roof we where the ones with the stock. we made the one shop the highest earner in Europe. the other stores hated us.
5. The racing cold brew is super appealing for me as a caffeine-addict and coffee snob. Talk to me about what sets it apart.
Everything we do is a pain in the ass and expensive. good things usually are. these days a lot of people take short cuts to make money, for us its the opposite, we do quite well and do have a few expensive hobbies but 95% of what we make we reinvest.
6. What is a dream collaboration or product?
I think reaching “uncool” people and giving them a quality product is way more interesting than catering to the few who can afford it.
7. What can we expect from Vehicule in 2024?
Global domination muahhhah, no just kidding we made a coffee can at a lower entry price point. its still a few bucks more
but hey its brewed in berlin and made with german water (no bloat) plus we fedex it.
More Thoughts
Vehicule’s unique brand is communicated through their thoughtfully designed magazine, sexy IG photos, and top-tier products priced for those willing to shell out the necessary capital to experience the finest.
Over the last few years, we’ve seen once sought after brands increase production, capitalizing on demand to increase profits at the detriment of making their brand accessible.
Vehicule is taking the opposite approach, embracing narcism to create a memorable brand meant for those with elite taste levels and high standards. Ultimately, I think 2024 is going to be about putting up gates. Case in point, Soho House is closing membership in NYC and LA, we are seeing more private workspaces pop up, and Vehicule’s latest product: an iPhone case that says, “Nothing Screams Poor Like an iPhone Case”
Love the irony. 2024 is going to be the best year ever if you’re willing to work for it.
Subscribe for more content like this. BYE.
About Jake
Jake Bell is a content marketing strategist based in NYC. He specializes in branding, art direction, creative strategy, content creation, and making things cool.
To get in touch visit www.jb.studio
Like video? Check out his TikTok
Like fit pics and pictures of chairs? Visit his Instagram.