How Supreme Clothing Turned Scarcity Into a Marketing Superpower

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2026-07-11 08:57:06 -

Walk past a Supreme store on drop day and you'll see something strange: a line of people who've been waiting since 3 a.m. for a T-shirt that costs $48 but resells for $300. That's not an accident. Supreme clothing built its entire empire on one deceptively simple idea — make less, want more. While most brands chase volume, Supreme did the opposite. It figured out that owning something...

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