Complex has covered Supreme for well over a decade (Complex was founded in 2002). Most of it was from afar; we wrote about releases or lookbooks. But for the last year or so, our Complex News team has been reporting from the Lafayette Street shop to cover in-store launches. Every story was the same: Lines snaked around the block, kids camped out for hours or days, sometimes even in subfreezing temperatures, just to get any Supreme item. Each Thursday drop was chaos. In April 2014, the NYPD canceled the Supreme x Nike Air Foamposite One in-store launch at the NYC flagship after a riot nearly broke out earlier that day.
The first episode of Sold Out: The Underground Economy of Supreme Resellers lays the foundation for the story at hand. Legendary writer Glenn O’Brien, along with top menswear editors, make sense of the hype around Supreme and explain the brand’s success. We also introduce you to the world of Supreme reselling where $40 T-shirts can be upsold to $500.