NEW YORK — On an unseasonably warm April day in New York, a young man practically skipped down Lafayette Street with friends while shouting into the screen of his smartphone, “We don’t stand in lines!”
Proudly clutching a Supreme bag, he was taunting the crowd of people gathered outside of the streetwear brand’s SoHo store for the release of its latest product. For this shopper, who was presumably filming a video of himself for Snapchat or Instagram, procuring something from the cult skater brand and not having to queue for it was an accomplishment.
Such boasting rights reflect that the frenzy around drops of coveted sneakers and limited-edition apparel has intensified — along with their frequency.
“If you looked at our product flow during the Nineties, early Aughts or even five years ago, from a quarterly standpoint, 85 percent of our drops happened in the first week of the quarter on Friday and Saturday,” said Erik Fagerlind, the cofounder of Sneakersnstuff, a Stockholm-based sneaker boutique that also operates locations in London, Paris and Berlin. “Today we have about 40 to 45 product drops weekly that are spread out over Wednesday, Thursday, Friday and Saturday. These brands need social media mentions every five minutes and
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