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Supreme is one of the world's most sought after brands. Since the brand's inception, James Jebbia and company has grown to be an international titan, with sell out collections and collaborations season, after season. Not like this clout is undeserved; Supreme has been subverting the norm since the early '90s, and much like Stüssy before it, it's been a global mark of cool.
As of the last few years, the brand has become associated with hypebeast culture, primarily for its ability to sell just about anything with its name on it. People line up around the block on Thursday just to secure a chance to cop, and countless others camp by their computers as the clock ticks closer to 11 a.m. Eastern Time, with hopes that the thing they've got their eye on doesn't sell out in literal seconds.
Enter resellers.
With such sought-after collections, a deep reseller's market has cropped up, with lucky guys flipping their Supreme purchases like rare kicks. While we're not fans of resellers for taking the pieces we want, we're going to show you how to flip Supreme on the "gray market"—if you're lucky enough to cop on release day, that is. We don't expect a lot of people to be happy with this article. This is How to Resell Supreme.
Do your market research.
If you're into Supreme in any capacity, you're likely aware that they release lookbooks and previews of the upcoming collections before they drop the product. These are your guides. Much like a boutique owner looking at collections and forecasting what to buy for their shop, you're browsing Supreme's preview materials to get a sense of what is to come.
Follow up by scanning comments sections and forum conversations about the latest Supreme preview. Yes, you heard us right, read the comments and forums. While they're a hotbed of nonsense and hypebeast rants, comments give you a general feeling about what pieces are going to be snapped up quick, or at the very least, highly desired.
If you're going to camp outside, do it right.
There are two ways that you can buy Supreme on release day. You can either buy online (more on that later) or you can wait outside for the store to open at 11 a.m. While waiting in the line outside the store is arguably the longest, most painful option, you're literally first in line when the product releases. We understand that not everyone who waits in line gets anything at all, much less what they want to buy, but if you're willing to go early enough, you'll earn your reward.
So what's the best strategy to securing a spot on the line, while remaining as comfortable as possible? This varies based on the drop and how much money you have, honestly. Some people go with a group, cycling turns in the queue around the clock until the release. This way, no one waits more than an allotted time, and everyone can still return to their place in line.
Others, like the notorious Chinatown Supreme reseller Peter, hire kids to stand in line for them—at the cost of a few hundred dollars a person. Of course, you could always go and do it the old fashioned way, but expect to spend roughly 48 hours (at least) in the elements. No one said this job would be easy.
Have realistic expectations about how much you can sell items for.
When it comes to setting prices on the gear that you just copped (and ideally you scored everything you wanted) look at what is selling out on the site, and what other flippers are stacking up on. Move those products to your online storefront first.
If you're one of the earliest resellers on a product, you theoretically have free reign over what the price is going to be for a particular item. That said, if you're selling your stuff at an insane markup, your product ain't gonna move. Don't alienate potential consumers with unrealistic prices. Generally, people expect to pay a little more than twice than the retail price after an item sells out. Keep monitoring prices throughout release day, and adjust your prices accordingly.
Determine the kinds of items that there isn't an aftermarket for.
Like any commodity, what's predicted to sell out, doesn't always end up actually selling at all. What may be significantly hyped up may have lots of stock, or simply isn't difficult to find. Items like Hanes tees restock on a regular basis—so there's no reason for anyone to buy them aftermarket. Work pants, button-downs, and most items with subtle branding usually sit in favor of hoodies, tees, and caps with very visible "Supreme" logos.
For some reason, and certain colors (sup, yellow T-shirts?) or products just aren't on anyone's radar at the end of the day. This doesn't necessarily mean they're bad products, just totally under appreciated. If what you copped isn't (re)selling, then either keep it for yourself, or drop the prices. The thing about Supreme is that, generally speaking, someone will usually buy it—just that some pieces sell easier than others. As they say, have box logo, will travel.
Clothing with the classic box logo on it will always be desirable.
With the basics down, you should be refining your buying habits—at least if you're shopping with the intent to resell. While there are always going to be wacky pieces that people will go crazy for because they're something only Supreme could do (aka, Supreme Fire Extinguisher) buying anything with minimal designs and clear Supreme branding are always going to have a place on the market.
If you buy only the obscure or insanely patterned stuff, or (on the opposite end of the spectrum) something with not enough branding, you'll be caught with merch you can't sell. If you're doubtful, there's a reason why the black box logo hats vanish in the first couple minutes, and why you can always buy a Supreme oxford shirt or Supreme x Hanes undershirt pack.
Any Supreme collaboration will likely be covetable.
Supreme almost always taps an artist, musician, or other creative to collaborate on everything from T-shirts to chunks of entire collections. These are possible gold mines if the artist has a major following or cachet in the scene. From H.R. Giger to Neil Young, from Kermit to Kate Moss, some of Supreme's greatest hits feature others in their clothing. Keep your eyes peeled for these collaborations, either through previews or magazine editorials. If you see something like the Nike Air Force 1 or Foamposites squadding up with Supreme, you can bet that any reseller worth his weight is going to try to get his hands on a pair.
If you're looking for an alternative source of product information, Japanese men's magazines will often feature Supreme collections and collabs ahead of their release dates. Use these as a resource to see not only what its hyped, but also as a teaser for collaborations with other designers. A recent example of this recently dropped Supreme x Undercover collab, shown in the pages of Sense. Oh, and before you complain about being unable to read Japanese, the advent of the internet (and sites like, um…Complex) have made getting this information easier than buying a ticket to Tokyo.
You don't really need a bot.
When standing in line is not an option (either by circumstance or by choice) then you'll join the sea of others lying in wait to cop online. Much like coveted sneaker drops (or training for athletic events), buying Supreme online is all about preparation. Start by storing your credit card and delivery information in your browser. When buying items comes down to the second, time typing in your information, is time wasted. Also, using a fast connection (looking at you, work computers and academic computer labs) can help give you a little edge.
Another thing Supreme drops have pulled from sneaker releases is the use of bots. While we don't necessarily advocate the use of bots to cop anything, bots basically store everything from your size to your shipping address, and can ultimately use automatic settings to make shopping a matter of two or three clicks, as opposed to two or three minutes. Copping one adds to your initial investment, and can sometimes cost more than the item you want to buy. Not to mention, if you end up striking out anyway, then you're without your dignity and the money you spent on a bot.
It's all about that liquidity, so sell quickly.
As is the case with any reseller, you need your stuff to move quickly from your closet to your buyers if you're going to make a profit—you don't benefit by having stuff sit on shelves. With Supreme's inherent hypebeast market, speed is of paramount importance. After all, nothing intensifies the need for an item quite like that grayed-out "sold out" box underneath it. Supreme's high product turnover will eat you (and your sitting stock of goods) alive if you don't flip it and move on to the next. You'll need that influx of cash for the next hyped release.