Thursday 8 AM; you wake up brush your teeth, pick out the outfit that you want to wear to work, get dressed, pour that cup of coffee and get ready for your day. You hop on the train or whatever form of transportation that you use and head into work.
Another story is told in households of hypebeast around the world. At 8 AM, millions of teens and adults are glued to their computers, tablets and cell phones. Getting ready for the current week’s Supreme drop. Ages range from teenagers dying to get their hands on the latest Supreme drop to flex in the hallways to grown men who have been collecting Supreme since the 90’s, the real OG’s who created the culture.
The Supreme drop is the street term for when a Supreme product is released. The release happens every Thursday at 10 AM Central Time and 8 AM Pacific Standard Time. “I normally try to get something every drop if it is not sold out,” Ricardo Sauno, a barber in downtown Chicago. Collectors and hypebeast can view the latest up and coming releases early at https://www.supremecommunity.com/season/spring-summer2019/droplist/2019-05-30/.
For many, the best they will do is admire at the weeks latest designs and hope to land something but realistically striking out. With most items selling out in milliseconds getting your hands on any highly sought-after Supreme items is nearly impossible.
Supreme has 11 stores around the world. The first store opened in 1994 but not as a street wear shop but as a skate shop. The skate culture is what has brought Supreme from a local skate shop to a worldwide force when it comes to street culture.
The key to the successful trend of Supreme is the collaborations. The most notable collaborations have been with outdoor hiking brand North Face, items selling out in seconds and reselling for upwards to $2000. Other collaborations include works with Stone Island the hoodies are currently reselling for the $2000.
“I buy Supreme because it is hype, Klerkkiat Piantangkijcharoen said hypebest and Supreme collector from Thailand. I have 3 box logo hoodies with that value over $3000 all together but it’s not about the price it’s about being part of the culture and the community.”
Photo of Klerkkiat Piantangkijcharoen wearing Supreme ss17 fanny pack
The most sought-after item of each year’s collection is the Supreme box logo hoodie. The luxury hoodies are plain yet stylish, they feature a basic color and the Supreme red box logo in the center. The hoodies just like a lot of other items sell out instantly and resell for thousands.
But Supreme hasn’t always been this popular. Before the emergence of street wear and street culture Supreme was just a brand that was worn by mostly skaters and young teens trying to stand out with the funky designs of Supreme. “I’ve never really liked the designs I don’t see why people would pay $500 for a plain t-shirt just to look cool”, Alex Rodriguez a Roosevelt University student.
But why the emergence, why does Supreme continue to dominate the street wear market and influence teens into spending all their savings? The answer comes down to two things, one, the hype of the brand. When you see Drake wearing a Supreme jacket you want that jacket. When Kanye West was photographed wearing a box logo hoodie and Adidas Ultra-Boost you want to go back and create that look that is why people are drawn to Supreme and as long as there is hype that surrounds the brand then it will continue to be number one.
The second reason why Supreme continues to dominate is the availability of the clothing and accessories. With only 11 stores with lines that form as early as Tuesday before the Thursday drop the availability of the clothing is so limited that is creates a demand. People in street wear and in street fashion want things that people can’t get. So, having a Supreme item can give them that look of exclusiveness. Once items become available on Thursday they don’t sit. Most items are selling out in seconds, in return this drives up resale and fuels the resale market. Kids and young adults are willing to pay top dollar for these items after they have sold out.
It’s Thursday 8 AM, you wake up brush your teeth pick out the outfit that you want to wear to work, get dressed, pour that cup of coffee and get ready for your day. It’s Thursday 8 AM in California, a teen wakes up turns on his computer in hopes of lading more Supreme to add to his collection.
Photos Via: https://www.wearebasket.net/
https://enewspaper.latimes.com
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