Supreme's hype game is strong': cult brand tries ticketed fashion

Now a prominent trend in fashion, the queue outside certain shops as they release new collections – otherwise known as “the drop” – has become the most significant decider of success for a brand, with the raucous hype it generates outweighing other forms of traditional marketing.

At the London branch of Supreme, the cult skatewear firm driving this trend, its weekly Thursday collection drops have resulted in three-person-deep queues snaking around surrounding streets, while the desperation to bag an item once inside could lead to scuffles and queue jumping.

The lines became so raucous that Westminster council threatened Supreme with closure, resulting in the introduction last year of a new ticketing system, which shoppers must sign up to for a chance to enter the shop on drop day.

As a result, its highly anticipated collaboration with the Japanese streetwear label Undercover and US hip-hop group Public Enemy, featuring the artwork from the band’s 1990 album Fear of A Black Planet, went on sale on Thursday in a positively orderly fashion.

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