I'll let Big Homie tell it:

Here at Staple, we are obsessed by brands. Not just the buying of brands, but the business of brands, i.e., BRANDING. Pop Quiz: Since 2009, what brand or product has infused itself into pop culture most relevantly and most successfully? My answer: Beats By Dre. Think about it. “Beats” is only 3 years old! But it has managed to create an entirely new category. “Headphones” you say? No…headphones—as fashion. It’s pretty amazing when you think about it. Sure, they have the right marketing. Sure they have the celebrity endorsements. Sure they have all the best athletes rocking’ em. But if you take that all away, you still have a PRODUCT IS KING mentality that is second to none. When Beats was founded in 2006, the newly formed company was aiming to make home speakers. Monster’s CEO Noel Lee insisted on producing headphones though — feeling that “the new speaker is the headphone.” And as head honcho Dr. Dre put it: “People aren’t hearing all the music. Artists and producers work hard in the studio perfecting their sound. But people can’t really hear it with normal headphones. Most headphones can’t handle the bass, the detail, the dynamics. Bottom line, the music doesn’t move you. With Beats, people are going to hear what the artists hear, and listen to the music the way they should: The way I do.”

So….it’s with great honor that we are dropping these: The Staple x Beats By Dre Studio Headphones. Everything you expect from a Beats: Monster® Headphone Cable, Extreme Comfort, Micro Minijack, Scratch-Resistant Matte Finish, Ready for iPhone®, Blackberry®, and Music Phones, Folding Design and Touring Case, Monster® Clean Cloth™, and for the first time, custom designed exterior packaging. The headphones themselves are a visual homage to our iconic NYC feathered friend—THE PIGEON. 500 pairs worldwide. $349.95 MSRP. These will be available on 5/25/12 at the Beats Soho Store and Reed Space. Peace to the entire Beats team for allowing this to happen!


link