So if you don’t want to pay a huge premium to resellers on eBay and consignment sites (where those Supreme Jordan 5s routinely go for $450 or more), your best bet is an automated bot. When a Supreme product comes out, there are only three ways to get it before it hits the resale market: the company’s stores, of which there are 10 the web shop, which was started in 2006 and a high-end boutique called Dover Street Market with outlets in London, New York, Beijing, Singapore, and Tokyo.
But, of course, it’s not just T-shirts it’s keychains, Mophie battery packs, New York City MetroCards, ramen noodle bowls, sleeping bags, even 18-inch steel crowbars with "Shit happens" etched on the handle. The average Supreme T-shirt is nearly impossible to buy. Supreme intentionally releases every product in limited quantities to ensure sellouts, so people have to work to get it-and once gone, almost no product is ever available from the store again. Supreme x MTA MetroCard (preloaded with two fares): $5.50 Matt stands behind him, phone in hand, watching over Chris’ shoulder and nervously bouncing from foot to foot. “All right, it’s 10:59,” Chris announces, hovering between his two computers. By the time Matt and Chris shut down their site to finalize details before the Supreme drop officially starts, they’ve topped out at 38 orders. Most “hypebeasts”-the largely teenage and twentysomething consumers who obsess over streetwear and sneaker brands-are too young to know the dancehall stylings of Barrington Levy.
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Instead, the core of the drop is a series of T-shirts made in collaboration with a Jamaican musician from the ’80s. The guys were hoping that the long-promised Everlast boxing bag would come out today, or at least the $200 basketball, covered with butterflies, designed by skating legend Mark Gonzales. Supreme releases only a handful of its seasonal collection each week, and this week’s drop isn’t a great one. The problem is, on this Thursday their customers aren’t spending much money. To be clear, these aren’t prices for the shirts, hats, and hoodies they’re the prices would-be shoppers pay to have a shot at buying the damn things when the apparel brand Supreme opens its own website and stores at 11 am.Īt 9:55, Matt and Chris are closing in on 10,000 visitors to their site. If they’re interested, they enter their address and payment information. People are browsing the site from the UK, South Korea, Hong Kong, looking at images of limited-edition products. Within one minute, 10 orders have rolled in. During that hour, and that hour only, people can buy the use of Matt and Chris’ web bot.įinally the time comes. That’s when the pair will open access to their website for 60 minutes, just as they do every Thursday. Between yawns the two send tweets and check emails, but mostly they wait for 9 am. It’s the start of summer vacation, and he is joined by his buddy Chris, who is freshly home from his first year at college. Early on a steamy June morning in Plantation, Florida, Matt Steiner sits working at his parents’ 10-person dining room table.