Goyard, the epitome of a low-key flex, doesn’t do collaborations as we know them. It mostly keeps to itself, preferring to let its ultra-popular bags do the talking. The centuries-old French luxury house does make an exception, however, for Snoopy and Woodstock.
The only folks who get a Goyard collab are Peanuts characters, apparently.
Available exclusively at the Hankyu Umeda department store in Osaka from August 16-23, Goyard’s Peanuts crossover is the middle ground between two Western icons that’ve found massive success within Japan.
On hand here is an opportunity to have a Goyard bag — be it your own or one St. Louis tote bags, pouches, and wallets on-hand — customized with a bespoke illustration of Snoopy, conductor baton in hand.
A little “podium,” comprising two colors, boosts Snoopy up to a musical scale.
There’s no specific reason that the Goyard x Peanuts collab has a musical theme, really, but I suppose it makes the team-up that much more specific.
Customers may select their desired colors to be painted on their bag of choice by the artists employed by Goyard’s atelier and, if they purchase a Snoopy-painted bag, they’ll also be allowed to get Woodstock painted on the interior “companion” pouch.
This one-off event is an extension of Goyard’s Marquage program, which allows conventional customization options. But these Snoopy designs are never gonna be available again outside of the week-long Hankyu pop-up.
Note it costs ¥86,900 (about $650) just to get Snoopy painted on your bag — it’ll still cost you upwards of four figures to purchase the Goyard bag itself.
For Goyard collectors, these figures are to be expected. One-off Goyard bags don’t just retain their value on the secondhand market — they go up in price over the years.
There’s a big market for conventional Goyard as is, so rare bags are that much more valuable to the deep-pocketed types who’re already well-stocked on standard Goyard.
About Goyard’s collaborative history: yes, Goyard doesn’t really do collaborations but it does offer plenty of customization options and seasonal exclusives.
Plus, it makes exceptions for some well-connected creatives. Artist Ryan Montoya, for instance, partnered with Goyard on a one-off trunk a few decades ago and some guy named Kanye West devised his own “Robot Face” Goyard.
Goyard also takes great pains to show love to its Japanese market — no other region has its own dedicated Goyard Instagram page, after all, and its consumers pay big bucks for Goyard at retail, let alone at these special events.
Peanuts, meanwhile, is just a force of nature.
Charles Schulz’ iconic comic strip remains immensely popular in Japan, with countless pieces of merch exclusive to the island nation. Snoopy himself — who just celebrated his birthday on August 10 — has a dedicated museum in Tokyo, where Peanuts-obsessed Japanese fans flock with or without a thematic Goyard bag of their own.