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Why the hype over Supreme? Here’s why people are obsessed

Unless you’ve been off the internet completely, you’ve probably heard or witnessed the Supreme mania all over the world.  Hundreds of dedicated fans wait from anywhere 12 hours to 24 hours to get their hands on the latest collection featuring the coveted box logo designed apparel, skateboards, and footwear.  And of course – they all sell out in the blink of an eye.

So, what is it about Supreme that drives people across the world to go to any lengths to get their hands on their products?

 
 
 
 
 
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Supreme®/The North Face®. 04/05/2018

A post shared by Supreme (@supremenewyork) on

Supreme started out just like other American streetwear brands such as Stüssy and UNDFTD with an affordable price range. The brand has a unique rule where one can only purchase one SKU (item) per piece. So let’s say you like a white hoodie and the black version — you will only be able to pick one. That’s how Supreme keeps it fair for the genuine fans and is able to cut back on the resell market. This unusual strategy is what has worked wonders for them. While most brands pump up production to meet the increased demands of a particular product, Supreme does the exact opposite by producing limited quantities of the products in high demand making them one in a kind.  What drove the price range up was the fact that Supreme does not mass produce thereby increasing the prices of each product slowly but steadily to the point where today people are ready to splash out $2600 on a pre-loved jacket with it’s bold red and white logo.

 

 
 
 
 
 
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Supreme®/Stone Island®. 10/05/2017

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With only 11 exclusive Supreme stores worldwide (Brooklyn, Los Angeles, London, Paris, Tokyo)   the first one being  Lafayette Street, New York – where it all began. It’s this exclusivity that’s made them one of the most popular streetwear brands in the world ever, valued at approximately $1 billion. 

The brand also maintains its cultural and topical relevance by collaborating with well-established labels and aspirational brands. Collaborations with the most powerful fashion brands out there such as Louis Vuitton, The North Face, A Bathing Ape, Vans and countless more did boost their popularity and relevance further.

 
 
 
 
 
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Supreme®/Vans®. 06/21/2018

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To further add to its popularity, there are plenty of celebrity Supreme fans too. Kanye West, ASAP Rocky, Tyler The Creator, Drake, Victoria Beckham, Justin Bieber, Chiara Ferragni, Kendall and Kylie Jenner are just some of the celebs often spotted donning the brand, which in itself is enough to drive fans and hardcore devotees to flock to the stores and queue up for hours.

So, it definitely looks like Supreme is here to stay. Overpriced or not, Love them or hate them, Supreme is at the very top of their game, and it’s hard to see the hype going away anytime soon.

 
 
 
 
 
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Louis Vuitton/Supreme #LVxSUPREME

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