Are Supreme releases finally losing people's interest?

It’s no new news that Supreme is always busy with eager streetwear fans, queuing up from ridiculous hours every Thursday morning ahead of the latest drop. However, this week when we visited the store to experience the release for ourselves, there was no one stood outside the shop between 7am, and the opening time of 11am.

Located on 2-3 Peter Street, the popular skateboard brand releases a new collaboration weekly, available both online and in store. However, the latter is the more popular option due to the excitement behind the queuing system. This week, the clothes were in collaboration with denim giant Levi’s.

Although the culture behind the Supreme queuing system gave Supreme its popularity, )made it popular amongst many fans and across different media platforms, in aim to make drop days more organized, Supreme have removed the rights to queue early. No longer can resellers and eager fans of the brand queue up from as early as 5am to ensure their space in the queue, now they must apply online for a space and arrive at their allowed time slot. This is arguable ruining the brand as “it’s lame that they've stopped doing what made people excited every Thursday” said by Tab Kimili, a frequent Supreme shopper.

Nearby by at the Dover Street Market sample sale at 180 The Strand hundreds of streetwear enthusiasts, many of which were also Supreme fans that queued weekly for their clothes, chose to take a different direction this week. The one off sample sale that included brands such as Comme Des Garcons and Raf Simons seeing price cuts up to 70% was the hit of the week, leaving Supreme with a fewer crowd. Many of those in the queue were kitted out in some of Supremes most popular collaborations, but with the change in queues and the ability of getting clothes from the brand every week, the excitement i going as “the stuffs available online. Why waste time queueing for it every week when there stuff like this that rarely happens.”