On April 24, 2014 Supreme put the “box logo” T-Shirt for sale on its website to commemorate its 20th anniversary since opening the doors in 1994. In fewer than 30 seconds, all of the shirts were sold out in all sizes and colors. Loyal customers of Supreme knew ahead of time that this release would be hyped and that the shirts would ultimately retail for prices in the 200-300 dollar mark. While the shirt retails for $40, the limited quantities and anticipation for the “drop” made this shirt highly sought after.
For some, an easy way to get the T-shirt was to use a “bot”. A bot is usually an extension the user puts on his/her internet browser that automatically adds the product to the cart and auto fills the credit card information. In the Supreme as well as sneaker community, bots are frowned upon as they rob individuals who wish to wear the clothes the opportunity to purchase them.
The issue here is, members of the community question why they like a brand such as Supreme because so many people buy the brand just to go around and resell it. Within minutes of all the T-shirts selling out, eBay listings were created for the shirt selling as high as $800.
Do people buy the brand because they genuinely like the clothes? Do people buy the clothes just to resell it because they know there’s a market for it? Do people buy the clothes just because they are limited?
The answer lies within the buyer. Personally, I buy the clothes for all three reasons. The designs are cool and I enjoy the feeling of wearing something that not everyone can get their hands on. Also, if I get tired of the item nine times out of ten, I can go around and sell the used item for more than I paid.
This shirt release has led loyal buys of the brand to stop buying into the “hype” and start buying primarily what they like, not what is limited or expensive. I, however, will continue to purchase items from Supreme as the quality is outstanding and a majority of their items are made in the United States, which justify the higher cost.
