Fashion, like any other bad habit, comes at a price. With the surge of retro fashion that is dominating the runways, kids of our generation have learned how to hustle in innovative ways. A new fashion trend called “hypebeast” has even emerged from street fashion.

Supreme, a skate clothing brand that originated in 1994 in New York City, emerged with a vision to make quality clothing for skaters, by skaters. Now known for its prominence in high-end fashion alongside brands like Louis Vuitton, the brand has undergone tremendous changes in clientele. What started as a brand with modest intentions morphed into a prestigious giant with a near-religious following. The hypebeast youth are devout disciples of the brand — and for good reason.


Louis Vuitton/Supreme #LVxSUPREME

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Many of them, like any fan of a brand, purely love the product. Their hoodies, tees, hats and skateboards are made with excellence in mind.

Others, however, have decrypted just how powerful the idea of hype can be, and use it to their economic benefit.  The internet has provided us millennials with a platform to buy and sell whatever we wish with very limited restrictions. The hypnosis of Supreme is a phenomenon born out of the results of its resell world, which is an entirely separate entity in itself. The equation for resale success is as follows: hype plus limited supply divided among a large, hungry following.

The hype of Supreme thrives off of their limited, exclusive releases. With only three stores in the entire United States, competition is tough. For those who can’t make it, or those who made it out to the stores but still could not manage to cop an item because of the atrocious lines, the internet is their only friend and greatest enemy. A T-shirt that originally retails for $30 to $40 can be resold online for about ten times the original price. Tried and tested, hypebeasts are willing to splurge, and re-sellers thrive off of this fact. People will ultimately pay.

After the initial splurge, that first addicting feeling of retail euphoria, a moment of glory in their new hype gear is followed by a natural curiosity for more. The realization hits that if you’re willing to put in a little work, you too, can resell your clothing in exchange for money which can be used to buy the next new thing. It’s an endless, profitable cycle for hype lovers and regular hustlers alike.

It takes a certain type of person to realize the enormous value of this niche world, but once they do, it’s a black hole of possibility. If you’re sweating paying off your college loans like I am, I’d recommend taking a look into their world. Who knows, maybe you’ll be hexed into the hype too.