It might seem like streetwear brand Supreme pulled a fast one on New Yorkers last Monday, when they found the front page of their usual newspaper bare, save for the brand’s recognizable box logo.
The stunt was actually the final coming through of the rumored collaboration between the New York Post and the brand. As expected, the curious and never-before-seen marketing strategy generated a lot of buzz.
Highsnobiety listed down why this is an ingenious move, stating how “Supreme didn’t just win the newsstand or the blogosphere this week, it won both. The brand broke New York City digitally and physically at the same time.” The website also cited how it could be a political motive, considering NY Post is a right leaning publication, “you could argue the skate brand has essentially taken a piss on a publication it stands ideologically opposed to.” It’s also genius, because, as Highsnobiety pointed out, “It gives nearly everyone (in New York at least) the chance to finally own a Supreme product.”
Supreme hasn’t released a statement concerning these assumptions yet, but prior to the distribution of the papers, the brand posted a video to reveal the partnership, further fueling the hype.
According to The Cut, fans of the brand, along with scalpers, raided their local bodegas just to get a copy, and it appeared to already have sold out before 8:30 that morning. One buyer even admitted, “This is the first time I ever bought a newspaper.” It was also reported that “Some copies of the Supreme edition are already being flipped on resale sites like eBay and Grailed, with prices currently hovering around $10. (The paper costs $1.00.),” with one vendor even offering $750 for 100 copies—and calls it a steal.
Would you buy one for that price? Share with us in the comments section.