Have Supreme killed the hype?

Supreme have launched its new queueing system, making the drops even more exclusive than before with secret locations announced each week.

The streetwear brand known for its highly anticipated drops every Thursday released its Michael Jackson collaboration yesterday, a selection of tops, shirts, jumpers and decks that a lot of fans said they would rather ‘cop’ instead of ‘drop’. But with limited stock, a reputation of exclusivity and now a secret queueing system, Supreme is becoming even harder to buy from.

Supreme first opened its doors in New York in 1994, later opening its UK store on Peter Street in Soho. The brand was an embodiment of skate culture, and remains so in its popular collaborations with brands such as North Face, Comme Des Garcon and Bape. Although Supreme is still a` hub for skaters to gravitate towards, the brand has moved into luxury wear with its recent collaboration with Louis Vuitton, creating the first glitch in its relationship with the loyal fans.

When having a reputation of creating a highly anticipated brand, dropping new and exclusive lines each week, there are bound to be complications with such a hyped fan base. Supremes London store manager, Dan Jagger Ball, wrote on the popular Facebook page ‘Supreme Talk UK/EU’ last year, “the line doesn’t start till 8, I do this because we are in danger of being shut down by the council.” He even went on to suggest that highly anticipated collabs wouldn’t be sold in stores due to the crowds of people turning up days before the drops are released.

Because of this, Supreme have created a new queueing system that is relatively secretive and almost impossible for the majority of people. The security guard at yesterdays drop, who prefers not to be named, said, “I normally turn up around 6am and if there’s anyone hanging around at that time then I tell them to leave, the new system is a lot safer where people will first start arriving at 9am in groups.”

If you are signed up to the right mailing list, (http://thelondonbenchemail.com) then you will receive an email around 9:58am each Monday morning ahead of the drop on Thursday. It will tell you the secret location in London, that changes week to week, which you have to immediately travel to if you want a chance to be in the 400 that get a number in line at that weeks drop. But is the new system killing the hype that its fans thrive on?

Twenty-year-old Millie Paige queuing for yesterdays drop, wearing almost head-to-toe supreme, said, “Supreme are definitely making it difficult to cop anything at the drops. Luckily this week I managed to get to the location where the sign up sheet is, but normally I wouldn’t be able to.”

Many online fans shared the same anger, highlighting it as a problem for those living outside of London or who work and can’t sign up on a Monday. “Coming to the Supreme store in Soho and being able to queue out in the early hours of the morning is the fun of it, it’s the hype that keeps it alive,” said Millie.

So far Supreme have managed to keep surprising its fans with the unexpected, causing many uproars in the communities its stores are located. Its upcoming collaboration with Louis Vuitton has been denied a pop-up store by the New York City community board after the police were called to its metro card release back in February.

Will the new security measures Supreme are taking save the brand from closing down, or will it kill the hyper that’s been keeping it alive since 1994?

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