Sublime

For every new subway ad featuring an online pharmacy and a nice monstera plant, there was a new pop-up skate shop soaking up the runoff of Supreme teens. HSWLD on Delancey, a dozen others lost to memory… Online, I browsed IJJI and v.soon and Anti-Social Social Club on my friend’s Tiny Clothing Stores Are.na channel, this selection a mere trickle of

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Lifestyle brand Hypebeast has collaborated with Jun Co, an apparel and lifestyle creation company, to launch the first Hypegolf store in Sarugaku-Cho Shibuya-ku, Tokyo, Japan.

I’ve long admired how streetwear brand Supreme has built a brand centered around hyper-exclusivity and downtown cool, to the point where consumers are willing to camp outside their stores and crash their websites.

Before streetwear was prevalent on eBay, before it was stocked at your local mall, and before brands started to open their own direct e-commerce stores, your best shot at owning a Supreme garment was to fly to New York or Tokyo and visit its brick-and-mortar stores.