What's HOT? What's NOT.

Since 2012, maybe even before truly, I feel as though it has been a constant battle against the genuine lovers of lifestyle and fashion versus the "in it for the hype" culture. Now, I'm not saying you have to know every piece of history about any brand, company, and outlet but make sure there is a love at the end of the day. Just like anything else in life, do it for yourself, not for other people.

The culture around everything lifestyle nowadays is focused on "flexing", doing it to post on social media and just being flashy. Storytime: I have been heavily involved in sneaker culture and fashion since elementary, starting to go to my first sneaker conventions in middle school, and I had a handful of friends or even "idols" in school with me. Kids who had everything I wanted and thought I needed, had more access and connects that allowed them to grow their collections faster than I could even imagine. I grew closer to them and they took me under their wings, letting me use a piece of their table at shows, getting me a band, giving me a ride, and it was great until they graduated before me. But that led to me sitting in my engineering class in 10th grade looking up shoes on my own. I was looking up my grails at the time, Lightning IV's, at the time they ran about $800 at max (you could obviously find the CRAZY insane out of their mind people selling for more), and I was just sitting there pondering "now how am I going to managed this." Then I get approached by a couple of kids I am friendly with but not necessarily friends with, they ask "Yo Reez, what are those!!!" and not in the 2016 joke type way. In an awestruck, I've just created some monsters, type way. So the next day what do you know, this spoiled yung gunz come in and they've got my grails on the way.

Now I am all for sharing my passion and converting others to understand a new outlet and way to express themselves. But this felt like the birth of the Supreme era, which I will get into in a whole another post. For now.

Todaloo.

For the past couple of years, we've ventured out into the streets of Soho to cover the most anticipated Supreme drops. There, we met some interesting characters, from customers who line up for hours at a time, to resellers who are just trying to make a quick buck.

Enjoy this all encompassing HYPEBEASTS mini doc. Oy Vey.

S/O resellers.