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Complex¡¦s docuseries? Sold Out: The Underground Economy of Supreme Resellers ? explores the world of reselling? Supreme , where cutthroat fans do whatever it takes to purchase gear from the streetwear brand, and then sell the goods themselves for big profits. Our four-part series embeds the individuals who perpetuate this global phenomenon to get an on-the-ground look at the illicit market of Supreme apparel.
Christmas Nike Cortez Leather, On Monday, the first part of Sold Out hit the Internet. The subsequent parts rolled out over the rest of the week, but if you've been patiently waiting to take in the entire project in one sitting, your day has come. Above you'll find the full-length cut of Sold Out , with all four parts edited into a single cohesive whole.
If you need a reminder about the story unfolding, here's Complex Style's associate editor Karizza Sanchez:
Christmas Nike Cortez Leather In 1994, James Jebbia opened the first Supreme location in a small storefront on Lafayette Street in New York. At the time, Supreme was a brand for skaters by skaters¡Xeven the design for the shop was more open so skaters could come right in with their skateboards. But today, 21 years later, Supreme is a ?legendary streetwear brand ?that¡¦s cultivated a cult following? well beyond that original fan base . Continuing to release product in tightly controlled, limited amounts, the brand is as big as it wants to be in New York, Los Angeles, and London; a titan in Japan¡X arguably its largest market .
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.
Nike Air Max 90 87 Womens But there was something much bigger here. We learned that many were in line to purchase gear that they¡¦d later flip online for big profits, selling apparel and other items for as much as 1,200 percent above retail value. ¡§We started to get to know these people and realized there was a business here and real money to be made,¡¨ explains Emily Oberg, Complex Editorial Producer and one of the directors of this documentary. While the reselling market is hardly new, and people have been? selling Supreme online ?for years, it¡¦s yet to be the focus of serious investigation¡Xuntil now.