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13-Year-Old Kids Are Making Thousands Reselling Supreme Hats And Tees

A new film explores the reselling cult of streetwear brand Supreme.

Supreme is basically the most coveted streetwear brand in the world.

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Founded as a skateboard-centric clothing line by James Jebbia in 1994, Supreme has morphed into one of the most sought after lifestyle brands on the planet. And they've done it with only nine stores worldwide.

They stay so coveted by making extremely limited edition runs of their products, ensuring that fans of the brand fight to get their hands on everything.

"Supreme is like that girl, everybody want her, and she might give you her number, give you some play, might give you some pussy," explains stylist Racks Hogan. "But she don't call you, you know what I'm sayin'?"
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"Supreme is like that girl, everybody want her, and she might give you her number, give you some play, might give you some pussy," explains stylist Racks Hogan. "But she don't call you, you know what I'm sayin'?"

Kids wait outside of Supreme for hours — and sometimes days — for new product drops.

The laws of supply and demand, y'all.
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The laws of supply and demand, y'all.

And people will buy anything with a Supreme logo on it — including, like, crowbars.

Also waiting among the line — resellers hoping to profit by buying up tons of gear, then flipping it on the secondary market.

Because Supreme limits how much merch each customer can buy, hustlers will often bring a crew of friends to stand in line for them.

Supreme's reselling community is a big part of what maintains the brand's hype, which is why Complex decided to make Sold Out, a documentary showing the lives of prominent resellers.

View this video on YouTube

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You can watch the first part here.

Not surprisingly, most resellers didn't want to be identified in the film, which was a challenge for directors Emily Oberg and Davy Gomez.

"Because it is such a shady market, it's understandable they wouldn't want to speak to a reputable media outlet about it and put themselves on blast," Oberg told BuzzFeed Life. "Most of them were so scared of the repercussions they might face if Supreme found out they resell."Oberg's aim? "I wanted to just give them a chance to tell their side of the story and break the stigma they currently face. They're not bad guys, like we said, it's a business just like any other. They're young and they're making money and they've just so happened to find a cool way to do it."
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"Because it is such a shady market, it's understandable they wouldn't want to speak to a reputable media outlet about it and put themselves on blast," Oberg told BuzzFeed Life. "Most of them were so scared of the repercussions they might face if Supreme found out they resell."

Oberg's aim? "I wanted to just give them a chance to tell their side of the story and break the stigma they currently face. They're not bad guys, like we said, it's a business just like any other. They're young and they're making money and they've just so happened to find a cool way to do it."

Resellers use a variety of mechanisms to match consumers with product. While some use eBay or Instagram, a 16-year-old who sells under the moniker @CopVsDrop, also sells out of a consignment space.

And yeah, he didn't want to be identified in the film, either.
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And yeah, he didn't want to be identified in the film, either.

Why do they do it? Because the markups can be insane.

Some of the resellers are just 13-years-old and making thousands selling Supreme.

And while Supreme doesn't explicitly endorse the resale market, they do seem to understand how much resellers help inflate the value of the brand.

Watch part two of Sold Out here:

View this video on YouTube

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And take an exclusive look at part three here:

View this video on YouTube

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