The Backlash of Reselling Supreme (Sold Out Part 4)

[youtube ytid=”https://www.youtube.com/watch?v=BKIlLJHchk4?autoplay=1&w=580&h=385″ ]

Complex’s docuseries Sold Out: The Underground Economy of Supreme Resellers explores the world of reselling Supreme, where cutthroat fans do whatever it takes to purchase gear from the streetwear brand, and then sell the goods themselves for big profits. Our four-part series embeds the individuals who perpetuate this global phenomenon to get an on-the-ground look at the illicit market of Supreme apparel.

Supreme doesn’t support resellers. James Jebbia, the brand’s founder, said as much in a rare interview with streetwear blog Rift Trooper back in 2002. “I don’t like it very much simply because we try our best to make our clothing affordable for young people,” he explained. “After all, Supreme is a skate brand and when I do see our things on eBay the prices are normally at least double what they should be. I much prefer if someone buys something from us that they plan on wearing it and not selling.”

It’s a sentiment expressed by Supreme employees across the board, including those who work at the brick and mortar shops. During the filming of this documentary, the resellers we interviewed revealed that they’ve been denied their purchases or entrance into Supreme stores. But it isn’t only Supreme who disapproves of the business and those who flip product for big profits. While some of the resellers we spoke to say they’re supported by friends and family, some admit to a lack of approval because, as they put it, the term “resellers” has a negative connotation to it.

The fourth, and final, episode of Sold Out: The Underground Economy of Supreme Resellers explains, as per top menswear editors and other experts, why Supreme should or shouldn’t view the business as benefiting the brand. It also tells the story of the adverse reactions resellers have faced—but also the friendships these individuals have made.

Chief Content Officer: Noah Callahan-Bever
Executive Producer: Marc Fernandez
Director of Video Production: Justin Lundstrom
Producers: Emily Oberg, Davy Gomez, Cornell Brown, Ross Scarano
Associate Producers: Xavier Andrews, Olga Encarnacion
Directors: Davy Gomez, Emily Oberg
Writer: Emily Oberg, James Harris
Editor & Cinematographer Davy Gomez
Tokyo Cinematographer: David Allen
Los Angeles Cinematographer: Natalie Edgar
London Cinematographer: Beatriz Sastre
Drone Operator: Gladimir Nym
Colorist Courtney Feemster
Music Supervisor: Emily Oberg
Graphics: Brent Rollins, Jonathan Fouabi
Animation: Chi Chuang
Researchers: Kajal Patel, Asim Ismael
Sound Mixer: Speedy Morman
Production Assistants: Kajal Patel, John Tashiro, Marques Leonard
Footage Courtesy of: Mass Appeal, Flatbush Zombies, NBC News, Freshness Mag, RB Umali, Yu-Ming Wu
Barbara Kruger “Untitled” (I shop therefore I am) 1987
Courtesy: Mary Boone Gallery, New York

Featured Guests
Executive Editor, HighSnobiety Jeff Carvalho
FMR Deputy Style Editor, COMPLEX Style Jian DeLeon
Fashion Editor, COMPLEX Style Matthew Henson
Stylist Racks Hogan
Founder, Maekan Eugene Kan
FMR Editor-in-Chief, four pins Lawrence Schlossman
Supreme Security Charles Scotti
Writer Glenn O’Brien
Reseller Andre, @SoleStreetSneakerCo
Reseller @CopVsDrop
Reseller @Kickz_N_Preme
Reseller Methikan
Reseller @Sole_Possession_
Reseller @Sole_Reserve
Collector @SolePremeCon

Special Thanks: “Donnie Kwak, Lawrence Schlossman, Glenn O’Brien, Gavin Bond, Raf Moses, Kevin Paz, Keith Cecere, Lucas Wisenthal, Leland Ware, Alexis Quintero,
Lori Mason, Andrew Gordon, Rickey Mindlin”

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COMPLEX is a community of creators and curators, armed with the Internet, committed to surfacing and sharing the voices and conversations that define our new America. Our videos exemplify convergence culture, exploring topics that include music, sneakers, style, sports and pop culture through original shows and Complex News segments. Featuring your favorite celebrities, authoritative commentary, and a unique voice, our videos make culture pop.

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