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WSJ — World — Supreme's Declining Hype — Fashion — Streetwear — Resale Market

Is Supreme Still Cool?

The hype around Supreme's streetwear empire may be cooling as devotees say the brand has lost its coolness factor and resale value has dropped.

1 min read
  • Supreme's once-rabid resale market has slowed down as the brand's hype fades.
  • The brand's clothes can now be available days after release.
  • Supreme's resale value has dropped compared to previous years.
  • Devotees believe Supreme's recent business decisions, including VF's acquisition, have diminished its pull.
  • The resale market is moving away from streetwear toward luxury.
Is Supreme Still Cool?
Hype may be cooling around Supreme’s $2 billion empire, say some collectors and resellers of the iconic streetwear brand
WSJJacob Gallagher

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