The guys behind the Supreme Saint streetwear shopping bot.Ysa Pérez
More than 1,200 miles up the coast, in downtown Manhattan, people—mostly guys—are lined up outside Supreme’s NYC store for the same reason others are clicking on Matt and Chris’ website: to get their hands on gear. On the Supreme subreddit, photos are filtering in from shoppers who already got lucky in London and Paris, providing a valuable preview of what’s to come.
At 9:55, Matt and Chris are closing in on 10,000 visitors to their site. The problem is, on this Thursday their customers aren’t spending much money. Supreme releases only a handful of its seasonal collection each week, and this week’s drop isn’t a great one. The guys were hoping that the long-promised Everlast boxing bag would come out today, or at least the $200 basketball, covered with butterflies, designed by skating legend Mark Gonzales. Instead, the core of the drop is a series of T-shirts made in collaboration with a Jamaican musician from the ’80s. Most “hypebeasts”—the largely teenage and twentysomething consumers who obsess over streetwear and sneaker brands—are too young to know the dancehall stylings of Barrington Levy. By the time Matt and Chris shut down their site to finalize details before the Supreme drop officially starts, they’ve topped out at 38 orders.