'Sold Out': Dissecting Supreme's Reselling Market

Complex has released a documentary that chronicles the efforts and achievements of today’s Supreme resellers. When it comes to streetwear and the reselling market, many can say that it’s a love/hate relationship depending on which side of the field you’re on. Link that same relationship to streetwear heavy-hitter Supreme and you’ll receive a ton of opinions on the reselling industry. Although many root its limited quantities to be a main reason of the constant demand for product from Supreme, there is so much more that drives one to crave its releases for the intention to keep or flip. Thanks to the brand, you now have numerous outlets such as social media and other means in order to get that piece you crave, but for a price that skyrockets over its original retail number. Supreme has thus created a “dog eat dog” demeanor for those who spend hours upon hours in line and has also grown since its debut in 1994 from having what some may call a cult following, to being commercialized and directed to more than just a skating demographic. Watch part one of the ongoing series above to learn more about Supreme and its growth and effect on the reselling market, which features appearances from Eugene Kan, Lawrence Schlossman, Matthew Henson, Jeff Carvalho and more.