The Cult Of The Line: It’s Not About The Merch

Theolus Jackson slouched against the stanchion separating him from the entrance of Supreme, the streetwear emporium on Lafayette Street in SoHo. He had registered on the company’s website to pick up a ticket assuring him a spot near the head of a line that by 10 a.m. that day spooled around the corner toward Broadway. Wearing loose trousers, a football jersey and earbuds, he bided his time. “Most of the time I have my music, so I’m not bothered,” Mr. Jackson said. “I come every week — I like the vibe — and I just chill.” The ostensible draw for Mr. Jackson and his comrades on that balmy June morning, the so-called drop prompting a couple of hundred fashion die-hards to snap open their wallets, was a jacket ($298) and companion shirt ($158), stamped with the image of a Richard Prince-inspired cowpoke, which sold out within moments after 11, when Supreme opened its doors. Did it matter? Not much. Though upmarket streetwear — hoodies, sneakers, skateboards, ball caps, sanitation-worker boiler suits — is the ostensible lure for these hunter-gatherers, the wares are just part of the draw. Read more at The New York Times.