• Lifestyle

    Selling streetwear: All that it’s hyped up to be?

    On Oct. 8, 2020, New-York-based skateboard brand, Supreme, released a long-sleeve tee on their online store that featured what they dub as the “box logo” or “bogo” for short — the word “Supreme” in Futura Bold Italic font, encased within a rectangle. The shirt was priced at $48 USD. It sold out in under one minute. Every color. Every size. Supreme is just one brand consisting of today’s “streetwear” culture whose key marketing tactic is to supply a small amount of stock relative to each brand’s high demand. This shortened supply creates an exclusivity which is one of many contributing factors to these brands’ large followings. Celebrity endorsements, brand authenticity,…