In his book ‘The World Is On Fire But We’re Still Buying Shoes’, Alec Leach explains why we need to re-think limited edition, collab and drop culture. Read more:
and Supreme pioneered the art of the drop – releasing a small batch of product at a specific time and place.
Nowadays, the drop is the de facto way of releasing contemporary fashion. If you see one out in the wild, you’ll recognise it straight away from the queue of young shoppers snaking down the street. It might be rare Nikes, a weekly dose of Supreme, or the new, but the principle is the same: a special collection of things, released at a specific time and place, for now and now only.
Here’s another thing about consumerism in the smartphone age – we don’t have time for big ideas anymore. The world revolves around snackable content, hot takes and 90-minute Netflix movies. You need to go faster if you want to keep up with the speed of Instagram, Twitter and TikTok.
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