Sold Out

2015, Society  -   9 Comments
Ratings: 6.22/10 from 60 users.

Supreme is the name of the hottest street-wear fashion line on the planet. The appeal of the brand may largely be related to its exclusivity; the insatiable demand for the product far exceeds its limited supply. In the wake of this, a new underground industry has been born. Vendors have capitalized on the unprecedented desire for the brand, and marked up the price substantially in the resell market. The energetic documentary short Sold Out takes a closer look at this highly lucrative phenomenon.

Founded in 1994, Supreme's unique brand of ultra-hip street fashions quickly became as popular and in-demand as anything produced by the industry's leading titans like Nike. Donned by both celebrities and everyday young people who are anxious to take part in the next great fashion movement, Supreme has stayed true to their limited edition appeal; so much so that their annual fashions sell out in record time.

New product launches are international events. Thousands stand patiently in line for days, and for the opportunity to be in on the hype machine that is Supreme. Anticipation was so great, and the condition of the crowds so volatile, outside of a 2014 sneaker launch that the New York Police Department was forced to cancel the event entirely.

Inevitably, a large number of resellers stand ready to buy when these new lines are first unveiled. Why? Because even simple $44 Supreme t-shirt can enjoy a resell value of up to $600. These resellers can essentially enjoy carte blanche in naming their own price. Several of these resellers are interviewed in anonymous shadow during the course of the film. Their success rates often jaw-dropping. Some of them are as young as 13, and all have established a firm and profitable identity as entrepreneurs. The advent of social media platforms has only empowered their ability to reach the masses, and collect more cash.

Produced by the popular Complex media network, Sold Out is a fascinating portrait of an industry which operates largely in shadow, while still managing to capitalize on the public’s unquenchable desire to be a part of the latest cultural happening.

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9 Comments / User Reviews

  1. bobby

    AHhhh! Materialism.
    I wish my pants could fall down for no reason .................

  2. lol

    I would have to say Odd Future and Tyler The Creator contributed to this brand being big too. The whole skateboard movement is pretty big on this brand.

  3. hernanday oleary

    I never heard of this before, I am not that old, that being said, this comes across as a basically an ad for the brand. I wonder if this is real, because at first I felt bad people who all looked poor were spending their money on an over-priced brand made in the same manner as the dollar store brand, then I stopped and thought, how can I get in on this and make money off these mindless ******.

  4. Psyintz

    Is this brand *really* still in high demand? Was it ever? Or... is this just a desperate attempt at reviving something that died for a reason? Where I'm from, nobody cares if somebody walks by wearing Supreme gear. In fact, nobody ever did. Granted the company seemed a bit "hip" during it's prime, it seems to me like this documentary is simply begging for lost attention. I could be wrong, and if I am, please correct me. Let us know what is so appealing about this clothing line and why. I'm sure I'm not the only one who would appreciate such information. Thanks in advance!

  5. hannah

    I couldn't believe what I was seeing! So now, if I see somebody wearing Supreme, I'll think: follower, insecure; thinks superficial things make the man, has more money than sense.
    This phenomenon will probably end when the customers realize they're perceived as suckers.
    Or the when counterfeiters get in the game.

  6. armen2004

    More than 30 years after Deep Throat's provocative debut, this documentary examines the legacy that the most profitable film of all-time left on society.

  7. Oliver K.

    Just another status symbol of people with deranged priorities.

  8. eli

    interesting what attracts people towards this brand.

    is it locally manufactured? no
    is it made from sustainable or down-cycled materials? no
    is it made to a higher build quality? no
    does the brand pay its employees livable wages for 2016? no
    do the factories, warehouses and storefronts focus on reducing energy consumption? no

    wow great company lol

  9. troutmouf

    hypebeast died when zumiez started selling 10deep and supreme. i was in that phase when it was real nike sb 2003-2008 i remember SB releases that was real hype