Is Supreme’s $2 Billion Empire Cooling Off?

Supreme practically created the market for hype streetwear. Now, collectors and resellers say the buzz may be cooling.

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Fleet fingers were once a requisite if you wanted to purchase anything from Supreme, the New York brand that effectively created the market for can’t-live-without-it streetwear. 

On drop days (Thursdays at 11 a.m. Eastern), the brand’s box-logo hoodies, droll home goods and collaborations with companies like the North Face and Nike would race out of stock within seconds. To even acquire a $40 T-shirt required keying in your credit card number at superhuman speed. 

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