Current State of Camping Hurting Supreme’s Long Term Future

The first two Supreme New York releases of their Spring/Summer ’16 collection was a huge success as always, and with new items comes the now infamous Supreme queues.

Supreme is one of few brands out there who have grown to a worldwide scale, yet still have very limited stock numbers, leading consumers to camp out in front of their numerous stores.

supreme-lafayette-store-1

Ahead of the first release of the season, the line started around 6 p.m. on Wednesday night, ahead of an 11 a.m. release on Thursday. People camped in the cold and rain overnight. For the first time ever in the London store, security handed out ‘tokens’ to the first few hundred people in the queue. However, there were still issues, the first few people got in, but then, as soon as the tokens ran out it turned into scenes similar to the Balmain x H&M release.

People were skipping the queue and many people who had traveled and camped overnight were left empty handed.

Many people took to different Facebook groups to express their anger like Sam Thomas, a member of a street wear Facebook group, who wrote “Am I the only one who got completely fucking mugged off at the drop or anyone else ? queued for 30 hours and traveled from Cardiff to come home empty handed due to queue cutters.

Most importantly the London City Council apparently told Supreme that the store might have to shut down if Store Manager Jagger Ball couldn’t sort out the situation. Not only do the campers and queues block up the streets, but all the chairs and umbrellas are often just left behind, which makes Supreme ‘responsible’ for public littering.

The next Supreme drop is on March 10 and this is a special date, it is not also the opening of the Supreme store in Paris but it is also the online release of Palace’s Spring/Summer ’16 collection. This collection was released in-store on March 5 and, just with Supreme’s first drop, the queues at Palace were said to have been trouble and some queue jumping was reported.

supreme-ss16-london-drop-photos-134-1455800835-size_1000

So what solutions have been put forward?

Well first of all, pick up your stuff and take it home or at least put it in a bin somewhere. Secondly, there needs to be more organization in the queue: the queue was said to be around 10 men wide, when the queues in Japan are two men wide.

A list system was also suggested but nothing can really be done without a real official organization.  However this idea is not impossible, the Kith store in New York currently uses a list which seems to be working out perfectly fine for them.

It will be interesting to see how the French will deal with the first shop of the kind in its capital this Thursday. Even though Paris is one of the fashion worlds’ favorite destinations, it lacks a lot of street wear related stores. For example when the Yeezy 350 Boost Pirate Black 2.0 released, Paris was said to have a tenth of the stock that London had.

Advertisements
Sebastian Fortineau

Reaction?

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s