Gucci adds some coolness to cassette tapes

Luxury Italian fashion brand Gucci is helping make cassette tapes cool again in a collaborative collection with the Waltz shop in Tokyo’s Nakameguro district.

Special Waltz-inspired patches are featured on six products, including a Boston bag, shoulder bag and wallet, which are available at the cassette tape specialist. The Gucci Aoyama flagship will also start selling the products this month.

Intended to support the shop’s cassette tape activities, the collaboration is one of an exclusive series based on Gucci’s Courier collection. Waltz is one of seven international locations named as “Gucci Places” that reflect the contemporary aesthetic sense of the brand’s creative director, Alessandro Michele.

“Almost no-one thinks the cassette-tape business will grow, but tapes have created a new trend,” says Waltz owner Taro Tsunoda.