THE DROP
DEMAND is greater than the
SUPPLY
S
upreme releases limited edition merchandise or capsule collections in what is called “the drop.� Small quantities of merchandise are distributed in select locations feeding into the hype and sense of urgency to purchase. Hypebeasts will queue up outside the store hours prior to the drop time to be the first to purchase.
Supreme hypebeasts also have a
compulsion
to resale items on StockX or Instagram. Buyers can bid on the items creating
absurd prices
way above the original retail value.
This materialism creates a warped view of desire. Hypebeasts will purchase Supreme just to buy it. Supreme capitalizes on this collecting craze by producing miscellaneous items like a Supreme brick, Supreme fire extinguishers, and even a Supreme and Oreo collaboration.
O
riginally a derogatory term the word “hypebeast� has now been embraced by the individuals within the subculture. They take pride in their materialistic mindset and ownership of coveted Supreme items.
The hype and hustle of collecting streetwear pieces by Supreme isn’t going anywhere. It appeals to this youthful community of buyers that will continue to be driven because of Supreme’s legacy of cool.
Ashley Petras Summer 2020