An underground clothing store in Chinatown buys items from the fashion brand Supreme, waits until they have sold out, and then resells them at significant markups. David Shapiro takes a look at the flipping process and at Supreme’s rise to popularity: http://nyr.kr/1hgZedc
“Supreme has reached its level of popularity through business practices that most brands would find unconscionable. The brand, as a whole, does not seem eager to please. … Staff members keep a handful of sold-out items in the back for when their friends come in. The store’s speakers play rap and heavy metal at nearly wall-shaking volume in the middle of the afternoon. Perhaps most important, the brand makes a lot of clothing that its employees know they will not sell—they sometimes express surprise that customers are buying certain items.”
Photograph by Lauren Lancaster.