Leonardo DiCaprio may not be able to make vape pens look cool, but perhaps the very cool folks behind very cool label General Idea can. For their Fall 16 NYFW presentation, the brand sent sullen-faced male models down the runway nonchalantly clutching vape pens, as if to say, “Do you even vape, bro?”
It’s not the first time vaping has made its mark on fashion week; Opening Ceremony has gifted them to front row guests and they were the hottest giveaway at the Lincoln Center a few seasons ago. It’s hard to tell if the fashion world embraces vape pens in an ironic way or if they’re beloved simply as a low-cal alternative to actually eating. Either way, General Idea’s take on smoking’s bro is undoubtedly the closest vape pens have ever been to looking cool, primarily because the collection, with its relaxed silhouettes accented with hats cocked “just so,” is so instantly covetable.
Still… we’re not convinced.