Fans of Supreme have begun the countdown: after rumors, leaks and postponements related to the pandemic, on Thursday 6 May the first Italian flagship store of the streetwear brand founded in New York will open in Milan. For days, clues have been chasing each other: from traditional billboards to videos of skaters in front of the Central station posted on social networks. Supreme has linked a large part of its commercial strategy tohype, that is to the fever of the fans who are willing to do anything to win one of the very few pieces put on the market with the iconic red lettering. However, the brand wants at all costs avoid queues and night camps, especially in this pandemic period, when respecting distances is vital. To participate in the drop on Thursday you need to register online and get a ticket to queue: the request was such that the places were sold out in record time.
How to participate in the Supreme drop
Let’s start with the bad news: reservations closed on Tuesday morning. The fastest were able to register on the milan.supremenewyork.com website and have a time slot in which to shop. The procedure was explained in detail by the youtuber Luca Cino on your channel: to validate the reservation you need to a credit card associated with your name, to be shown as soon as you enter the store. However, it is not necessary to pay for purchases with the same credit card, it is only for recognition. For safety reasons related to the pandemic, the availability of places is extremely limited. The lucky ones received a message with the booking confirmation e the time where you can enter the store on Thursday. Everyone else will have to wait. It has not yet been communicated whether, once the queue of those who had the ticket is exhausted, all the others will be able to enter. In any case, such a long-awaited inauguration can easily create crowds of crowded people: it is better to avoid showing up without a ticket and averting any danger of contagion.
The rules for shopping in the Supreme store
Generally, it is not possible to film inside Supreme stores, and each customer can take a type of garment each. This is to discourage those who have managed to queue up stock up on items to resell them to friends and relatives, taking them away from other people in the queue. During this period, special attention is paid to anti Covid rules: the masks are mandatory inside and outside the store and you must necessarily use the gel before entering. Among the rules, there is also the absolute ban on trading or commercial operations near the store, under penalty of exclusion from the next lists. This is to discourage the practice of resell, a kind of luxury bagaring with the store’s items. The object of desire, the first to be sold-out, will certainly be the Box Logo, the t-shirt celebrating the Milanese inauguration. But in the store there will also be the new sneakers created in collaboration with Nike.