Gen Z is obsessed with Supreme, the skater brand that sells out within seconds. Here's what it's like to go to one of its heavily hyped launches.
If you want to get into Supreme the day of a drop, which is every Thursday of the season, you have to register online for a spot in line in advance. The registration times are typically leaked by Supreme fan accounts like Twitter user @DropsByJay, who has over 115,000 followers.
Registration opens promptly at 11 a.m. I tried to register to get into this week's drop, but the registration portal was already closed by 11:01 a.m. because all of the spots were taken. I couldn't believe how fast registration had closed, especially because in order to register, you have to type in your name, email, phone, address, and credit-card number.
I went to the drop anyway to see what it would be like. Supreme has two stores in New York City: one in Brooklyn, and one in SoHo. I went to the location on Lafayette Street in SoHo.
I was expecting a massive line and a bit of chaos. Instead, it was a pretty tightly run operation.
There were security guards posted every few feet on Lafayette Street, as well as on the surrounding blocks.
Those who were able to register for a spot were given a specific time to show up. Groups for each time were told to wait in different lines, and each line was within two blocks of the store. There was no indication anywhere what each line was for — you had to ask around.
Splitting up the lines definitely helped with crowd control. It was a seemingly calm event considering how much hype it gets. The crowd was mostly teens and 20-somethings, with the exception of parents waiting with young children.
Two guards were posted at the door, directing people in and out. There was a very limited number of people allowed in the store at once. Each time someone left, only one or two people were allowed in. From the outside, it looked like only a dozen or so people were in the store.
People weren't shopping light — everyone that I saw exit the store had at least one massive shopping bag, if not more. Many shoppers were already wearing Supreme.
Typically, small items like pins and stickers are under $30, while shirts, bags, and hats will cost between $30 and $100. Jackets, hoodies, and pants usually cost between $100 and $300, with a few outliers.
While some people were stocking up on Supreme for themselves ...
... others were looking to turn a profit. Within hours of the official 11 a.m. launch, products from the first drop of the season were listed on eBay for upwards of $300 — nearly 10 times the retail price in some cases.
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