Supreme – Why Is It So Expensive?

It’s early on a cold,drizzly thursday morning. Lining two entire city blocks is a horde of
people- mostly young teenagers, and most of them have spent the night in sleeping bags
or camper chairs. Every single one is in line waiting for the
clock to strike nine AM, yearning to be the first through the doors they’ve been waiting
outside of for almost twenty four hours. Is it a hot new movie release- A Star Wars
that isn’t terrible for instance? A hot new video game? A life-saving miracle drug? No, it’s a clothing store, selling cotton
t-shirts for almost a hundred dollars a pop. It is Supreme. Every fashion season hundreds of people line
up outside of Supreme’s ten global stores in a bid to be the first through the doors. Some individuals even fly in from far flung
countries to the ten stores the brand owns spread out across Europe, America, and Japan. T Shirts start at around $50, while jackets
can run up to well over $1,000. With such outrageous prices, why then is Supreme
so popular, and so expensive? In the late 2000s Kanye West wasn’t yet as
insane as a giraffe with PTSD on an LSD drip. Kanye was still telling us that Jesus Walks,
instead of referring to himself as a God or ‘Yeezus’. It was a far more simple, less insane time
for Kanye and America on the whole. With his rising popularity though, Kanye soon
opened an online store where he could sell his own clever fashion designs. Amongst these iconic fashion pieces were such
revolutionary ideas as a plain white t-shirt with no logo, no artwork, no stencil- nothing. Just plain white cotton, stitched together
by Vietnamese children who’s wages are sadness instead of actual money. This revolutionary t-shirt with no logo or
artwork sold out within minutes of being posted online on Kanye’s official store, a fact that’s
even more incredible when you consider that it sold for a whopping $99 per t-shirt- despite
the fact that it was in no way any different than a plain white t-shirt you can buy at
Target in packs of six. Well, that’s not quite true- there was one
difference, a single reason why the t-shirt cost nearly a hundred bucks- the tag on the
inside of the shirt read: Kanye. Finally, every loyal fan would have a way
of letting the world know how much they loved Kanye, and all the world would have to do
is look inside their shirt for the half-inch tag that spelled his name on their body. That tag, miniscule and disturbingly intimate
as it would be to show people, however is why people were willing to pay $100 for a
crappy t-shirt. It didn’t matter that Kanye probably bought
these t-shirts by the dozens from WalMart for $6 a pack and then resold them on his
website, what mattered is that the shirts were officially part of the ‘Kanye brand’. And before Kanye started telling us about
his life in alternate universes while meeting with President Trump- and yes, that really
happened, google it- wearing anything Kanye was about as cool as you could get. Kanye was a supreme lyricist, putting out
banger after banger, and being affiliated with Kanye by proxy via wearing his clothing
brand kind of made you part of Kanye’s talent and success in a way. At least that’s the thinking, and one of the
reasons that the Supreme brand today is as popular as it is. Psychologists have very carefully studied
the way we become obsessed with brands, and why it becomes so important for us to be identified
with a popular brand. Some people are simply collectors, completists
who must have every piece of apparel from a chosen brand so they can store it up and
admire it- no different than antique collectors or even stamp collectors. Most others however are directly purchasing
Supreme and brands like it as a lifestyle choice. For them, buying Supreme is more than just
buying an article of clothing- they are buying a piece of wearable culture, a way to differentiate
themselves from the rest of the herd and project an image of themselves that they want others
to see. In our ancient past we might have adorned
ourselves with feathers and animal bones in order to stand out from the rest of the tribe. These simple decorations were a way to make
ourselves unique within the social group that we depended on for our very lives. Paradoxically, we as animals desperately need
to fit in, but we also yearn to be individuals and nothing mortifies most of us more than
being seen as simply another one of the pack. Well, thanks to modern brands such as Louis
Vuitton, Supreme, Ferrari, and Kane West with his $100 plain cotton t-shirts, you don’t
have to be one of the pack. You can be exclusive, and so what if your
exclusivity costs you an entire paycheck? How else will anyone know how special and
unique you are? With a personality? Ha! Get real. Brands like Supreme know that their name stands
for exclusivity, and the only way to ensure that exclusivity is to make sure that their
brand never becomes too popular. If you’ve seen our previous video on why ferraris
are so expensive, then you already know that Ferrari purposefully limits the quantity of
vehicles it produces every year. Instead of mass-producing their cars and thus
bottoming out the price, Ferrari makes very few of each model per year- perhaps as little
as only a few hundred- and this keeps the price, and the exclusivity, sky high. Without exclusivity, Ferrari would never be
able to charge the exorbitant amounts of money it does for its vehicles. The same applies to Supreme and other clothing
brands. Being a popular clothing brand is a delicate
balance between generating buzz and making product available, and ensuring that your
product is not nearly available enough to lose that exclusivity that your customers
are willing to shell out hundreds, or maybe even thousands for. Nobody buys Supreme so they can show up at
a party and see a bunch of other people wearing Supreme brand clothes- they buy it because
nobody else at that party can afford to spend a month’s paycheck on some cotton rags with
a brand name on them. If Supreme wearers started showing up to parties
full of other Supreme wearers, then the exclusivity would plummet and so would sales, with the
crowd moving on to the next ‘niche-but-cool’ thing to throw on their bodies. But exclusivity is only part of the story. Another major appeal to Supreme and other
brands like it is the lifestyle that a customer is buying into- or at least the illusion of
that lifestyle. Supreme isn’t just a brand, it’s an image,
an illusion of what the wearer of a Supreme hoodie’s life is like. Hip, trendy, edgy, no-holds-barred, and ultra-cool. Except, you know, most people’s lifestyles
aren’t anything like that, because most people have adult responsibilities like school and
jobs. By wearing a brand name like Supreme though,
the wearer of these clothing items can project to the world an image of what he or she wants
said world to believe they are like. If you wear Louis Vuitton for instance then
you’re classy, spend your weekends sipping mimosas with your best gal pals as you recall
your daring romantic misadventures on the Mediterranean coast during your latest holiday. At least that’s what you want the world to
think you do, and why you’re paying over $1,000 for a handbag- while in reality your best
friend is a depressed overweight cat and a bottle of ambien, and you spend your weekends
RedBox’ing movies because your new Louis Vuitton bag means you can’t afford Netflix. Supreme is no different. The brand began as a small shop in New York
that catered to skaters, back when actually skating and not just pretending to by wearing
skate brands was a thing. Now if you wear a Supreme t-shirt you’re boldly
declaring to the world that you’re part of the rebel underground, you’re a modern Z-Boy
that’s too badass to live inside the rules- yet is sensitive enough to be socially conscious
to a diverse array of modern issues ranging from vegetarianism to racial injustice. The reality about yourself may be… not as
accurate, but who’s going to call you a phoney baloney when you’re wearing authentic Supreme
wear? In essence, more than exclusivity that is
why Supreme clothing is so expensive, and goes for every other name brand out there. You’re not buying pieces of cloth sewn together
by sad orphan third-world children who’s only lunch is a single stale cracker and a bowl
full of sadness, you’re buying into an illusionary lifestyle that you desperately want to be
identified with. Shelling out a bunch of money lets you pretend
you share in that lifestyle, even if your actual reality is nowhere even close. Money buys the story about yourself you want
the world to read, and this is perhaps no more clearer than when Supreme teamed up with
old-school rap powerhouse Public Enemy to release a limited edition run of Public Enemy
clothing items. If you don’t know any member of Public Enemy
except Flavor Flav, what are you really buying and proudly displaying on your chest? Once more, it’s that perception of what your
own life is really like. Of course you know Chuck D and Flavor Flav
were the original members, and that the group got its name from Chuck D’s original mixtape
labeled Public Enemy #1- why else would you have paid hundreds of dollars in branded clothing? The Public Enemy line was a limited run, just
like Supreme’s other items. The brand purposefully limits the amount of
clothing it produces, and while it officially states that it does so to avoid having a warehouse
full of dead inventory, the truth is that the brand knows that as long as it remains
exclusive and there is limited availability, it can charge the incredible prices that it
does. When that exclusivity begins to drop though,
so will the prices, and that is a challenge that Supreme is already facing. Many long-time fans of Supreme already worry
that the brand is becoming too popular, and soon they may find themselves turning away
from a brand that used to be exclusive to them in search of the next way to stand out
from the crowd. Supreme could respond in one of two ways though:
they could initiate more limited edition lines such as the Public Enemy collaboration and
drastically reduce the amount of available merchandise for those lines, or they could
jack up prices so that even fewer people are able to afford their clothing. Either way, Supreme will likely soon see the
inevitable fall from grace that most brands enjoy for a while before fizzling out- I mean,
does anybody in the audience remember Ed Hardy and Tapout shirts? In the end, people will simply find something
else to spend their money on. We’ve been pretty hard on fashion aficionados
who spend hundreds or thousands on a single piece of clothing in this episode, but the
truth is we all have our one area we’re willing to spend silly amounts of money on. Some people spend hundreds or thousands on
Magic the Gathering and Pokemon card collections, while others collect vintage automobiles or
fine china. At the end of the day our opinion doesn’t
really matter- if what you buy makes you feel good and happy inside, then job well done. After all, what price can you really put on
happiness- and what business is it of anyone else just how much you’re willing to spend
on it? What expensive things are you into collecting
or wearing? Will you vote for Kanye West when he inevitably
declares himself Thanos and runs for President of the world? Let us know in the comments! If you enjoyed this video then don’t’ forget
to Like, Share, and Subscribe for more great content. Now go and click this video over here to keep
the watch party going, or maybe indulge yourself with this other one here- both are free, and
we promise not to break your bank just for watching!

100 thoughts on “Supreme – Why Is It So Expensive?

  1. • 2:07 – The qualify of the videos on this channel has been going down for the past year, but you just won me back. 😀
    • 2:49 – Yeah, Kanye had a lot songs like… um, uh… well there was… 🤔 Didn't he sing… no, that was someone else. 😕
    • Supreme's just playing the game that Apple mastered with the "luxury tax", taking advantage of the mentally challenged.

  2. 2:20 My nephew designed shirts for him. He stiffed him and to this day his designs are being used by him. I've known Kanye since 98 he was a real Go Getter. Even after he was in a car accident was still kinda the same guy. After his mother died he was different .

  3. For me, I spend on gaming. I have bought 7 games and a nintendo online membership, equaling… 390 dollars… I also bought a second pair of joy cons (80 bucks) and 1 pair of covers (1.99). I ALSO got a case wich I cannot remember the price of.

  4. I've seen some people wearing supreme Tshirt, I knew they were expensive because I've seen celebs wearing those. Now I know that it's available only in 10 stores and there is no way they are gonna get it.
    I checked online. Fake supreme Tshirts are sold for $1.69 in my country.

  5. Paying for the prestige of wearing the logo. The end that’s all needed to be said.

  6. Since when does a supreme t-shirt retails for $100 last time I checked it was $38 ish

  7. Tyler the Creator is the reason supreme is popular but nobody wants to have that conversation……

  8. This video was maddddd salty….. these comments are mad salty too. I’m just gonna go back to folding my S logo hoodie and my box logo tees while I wait for SS20 lookbook to drop…

  9. Infographics Show, you’re savage when it comes to useless things and useless people.

  10. I think I saw that red Supreme sticker and on T shirts of all these Chinese kids…making me think it was like a trendy communist Chinese cult or something. Didn't find out later on that it was just a trendy Westerner clothing thing…weird

  11. Man, who wrote this one? Not the A team for sure. Sorry other infograph writer. Step it up bud

  12. Nobody cares if you like or dislike Supreme. Its called supply and demand, Supreme created a demand and thats it.

  13. Supreme exists for the same reason every other designer brand exists. People are desperate to show strangers on social media that they can afford them.

  14. "In reality, your best friend is a depressed, overweight cat and a bottle of Ambien" 😂

  15. Sounds like infographics missed the last yeezy/supreme drop and is salty about it 😂 I love this

  16. Popular fashion isn't something I'm into. I don't care how much clothes are and who made them.

  17. Bruh u just insulted some third world country kids and that is not right

  18. Supreme: I'm the most expensive brand
    Stone Island enters the chat
    Supreme left the chat

  19. If you buy Supreme, you’re subhuman. Absolutely nothing justifies the purchase of the plainest clothing item with a Supreme logo on it. Everyone who fell for this marketing trap is part of the problem. You’re clearly compensating for something if you buy anything… ANYTHING… from this brand.

  20. Supreme is only really expensive when buying off the secondary market for resell prices (which can be several hundreds even thousands of dollars depending on the item).

    T-shirt’s retail at about $50 and their hoodies for about $160 and while yes, that’s still expensive for a cotton hoodie or T-shirt, it’s not as bad as most people think.

  21. Ill sell you the shirt im currently wearing. Its the ONLY shirt like it on Earth! In the universe even!

    Ill include the pocket for FREE.

    You only need to make 1 easy payment of $599,000.

    I accept cash or check.
    Ok thank you.

  22. I bought a supreme shirt from a Asian shop for $5, not knowing anything about the brand, I was walking one day with my fake supreme shirt and people were complementing my shirt. Lol.

  23. Do anyone know what's existentialism? If not I'll tell you
    You give meaning to things not things meaning to you a diamond can be beautyful but useless all tho is expensive a bottle of water can be afforded by anyone so is a luxury to have diamonds but a need to stay hydrated till people will have the possibility to be "special" they will do it for the sake of feeling like something they're not (you give meaning in your life do something with it and don't spend 100 dollars on a withe shirt)

  24. no real reason, just for "hype beasts" who want to be like their instagram idols

  25. I personally like Supreme and basically hypebeast fashion, but I will never spend freaking thousands and hundreds just for a simple plain white shirt. Not shaming anyone who does it, just that I personally would not risk my money over those. It's just crazy.

  26. Power move : Just buy ripoffs at the market, it's Supreme but cheaper and maybe sometimes with typos in the logo

  27. Infographics: a StarWars movie that isn't bad for instance

    StarWars Fans: so you have chosen death

  28. This is the WORST clothing design I've ever seen!. It's just plain white and a red tag with "SUPREME" written on it yet it's pretty expensive like WHAT THE F-

  29. Probably cos the prices need to be supreme as well? 🤷‍♂️
    haha. Sweatshop's wages are sadness! Learnt something today.

  30. I got new topic!!!
    Topic: What will happen if all human goes vegetarian for 1 year?☺

  31. Supreme has lose its speacilety really I SAW 10 out of 15 people wearing it

  32. To be fair, people that want big brands tend to be sheep. They don't love the clothing, they just want a "name" that they can show off. Insecurity.
    On the flip side, big brands do usually have a higher standard of quality and a better returns policy. It's not relative to cost, but it's generally true.

  33. I spend all my allowance and earnings on cap, jerseys, shoes, and bmx parts. 😅

  34. Mays well buy an American made or an Australian made shirt with that kind of money

  35. Im guilty of this and just did this! There is another YouTube channel that does dungeons and dragons stuff. He does the occasional "war story " of funny game happenings. He also has tee shirts with funny dnd type stuff on it. Well, i just got the shirt that you have to not only just watch his channel for dnd but specifically have watched his cyberpunk war story involving a real estate agency active around Denton Texas. So petty exclusive and at 24usd, way more than i would usually spend on a shirt [I'm a thrift store kind of guy].

  36. Infographics:

    Your only friend is an overweight cat and a bottle of Ambien.


    Do what makes you happy.


  37. Supreme isn’t actually expensive, T-Shirts start at $38, hoodies are about $130 and jackets $300, normal prices compared to other street wear brands, and nothing compared to designer brands

  38. Skateboarders:
    Everybody else: leach off and exploit the culture they have nothing to do with

  39. Most Supreme isn’t too expensive to start with, the brand sells its products for decent prices, it’s because of the scarcity and demand that resellers and third parties who managed to get hold of one inflate the prices

  40. And they could have opened up a small production facility in a depressed American area, paid semi decent wages and still have made mega profits.

  41. Happy to Kya Mal wli auntie and Uncle John and Aunt are you doing today and how much is the deposit and the rings and a half hours to get to the bottom of this email and I will be there at the same time I don't have a car so I can get a ride tomorrow morning and will be in touch with you and your family are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you have a great day and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you are doing well and that you had a nice day and I will be at your house built in the rings and that you are doing well I hope you are doing well and enjoying your time in this matter is greatly appreciated and I are going to Kya Mal wli and I will

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