For most men, having a wardrobe full of old sports shoes is either an embarrassment or a naive act, but the collection of Raoul Shah (Raoul Shah) is the source of his pride.

"I have a pair of Nike (Nike)" London Dunk 1, a series of sports shoes, and a pair of "Tiffany Dunk 1" - the series of sneakers named after the famous designer of glass ornaments, but I have not displayed them or collected them -- I really wear them, "said the chief executive officer of the 39 year old London marketing and brand management company.

Shah said that the charm of these sneakers is that they are all Nike limited edition styles, which are sold at a specific time and will not be done again, and the number of them is limited.

"I'm really hooked on this product - it's a rare and unusual thing," he said.

Quite similar, James Terry James Trivunovic is a very fanatical limited edition sports shoe collector, so that he now works for chain shoe store Size, so he can become one of the earliest owners when the new limited edition is listed.

"Size employees have designed a new shoe for New Balance. I really look forward to seeing it," said Terry, 23 year old, Norwich. The proud collection includes Nike Air Max 1, which has only 240 pairs.

"It's not just a collection. It's almost a way of life. You can chat with people who also like sports shoes on the Internet and meet them."

As designers and luxury companies find new ways to create excitement for their brands and to pursue their uniqueness, limited edition is increasingly popular, especially among male consumers who are hard to reach.

"To some extent, the limited edition is developed from customized products, but limited edition products have a club element," said Jolyon Fenwick, a former advertiser.

Now he has set up a luxury online store, 20ltd, which specializes in products ranging from jewellery to sporting goods, with no more than 20 products sold.

Although his products include white buffalo horn cups (only 10 pieces, which cost 2900 pounds per unit) contained in the ebony box, Fenwick refutes the idea that the limited edition is only related to luxury and ostentation.

"Our products include a set of stone dumbbell made by a company called Big Game, which will not be produced after they are sold out," he said. "It is this unusual attraction.

Humor is very important to men. We have a double edged hammock with fur and edges. It is very famous.

City of London businessman James Betty (James Beattie) buys custom-made suits and jackets, but Ed and La Fenske Love (Ede Ravenscroft) have a thick white line and gold buckle navy blue jacket, which is his favorite because "fabric is a limited edition, they only make hundreds of yards of this material, and will not be made later."

This is really superior to custom made garments. "

Betty, 39, says this remarkable costume is exclusive.

He also owns one of the few dresses made by Buglioni (Brioni) to commemorate the last Bond movie (Casino Royale), and has a secret pocket for the key accessory of the movie, the Berry pistol.

He said, "but this is not one of the clubs that your name is not on the list, 1; the club.

On the contrary, I know who owns these clothes, which is to share this enthusiasm with designers and store staff.

James Barlow, who works in the Internet publishing industry, is proud to have a suit of Duffer of St George Prince of Wales, James.

He believes that the increase in interest in limited edition clothing is partly due to people's response to publicity brands in recent years.

"I admit that when I was young, I passed these clothes, but now they are out of date, and certainly not special, and the limited edition is really very advanced," Barlow, 37, said. "In my working world, people are concerned about modern things, so strange, different stories with stories behind them are always interesting."

At first, limited edition products were advanced watches, and the difficulty of making them usually meant low production.

"My collection of watches is entirely because they can be kept for a long time. I hope it can be passed on in the family generation," says Andrew White, a 37 year old public relations director. "The smaller the number of watches, the more expensive the price. But I think buying limited edition watches is a valuable investment. They have their own personality, and they will become a legacy and have meaning to others in the future," Andrew White said.

My collection started from Cartire (Cartier) and is now expanding to the limited edition of Jaeger Le Coutre.

At present, my concern is Jaeger Le Coulter's new Reverso Squadra World Chronograph. "

"People like Brege (Breguet) may spend a year making a watch," says Aurel Bacs, Christie Christie's (s 1).

Today, however, "manufacturers produce 10 thousand" Limited Edition 1 ", or slightly change the" Limited Edition 1 ", the color of the dial, and then produce another limited edition, so the word is a bit of a joke.

Because of this reason, plus the limited edition has expanded to other areas, real collectors began to doubt this, and manufacturers had to work harder to ensure their credibility.

Bauchi said that in order to ensure that Patek Philippe's Pagoda watch maintained its unique credibility, the manufacturer announced that they were destroying the tools to make it after the product was released.