Supreme Meets Social Anxiety: Is This *the* Millennial Brand?

In case you are unfamiliar, here is a brief anthropological guide to the lesser-seen American Tumblr Teen:

• chronically single but also capable of stringing together smooth AF pickup lines
• broke but willing to sell kidneys/cobble together funds for Beyoncé tickets
• calls self "garbage," but will fight you if pride is wounded
• longs to be alone but also wants human companionship but also solitude but also loads of texts

With the dichotomy of growing up on the internet, it's not such a surprise that cool-kid brand Anti Social Social Club (opens in new tab) practically has the resale value of Yeezys, if the rip-roaring trade happening in the comments is any indication.

Other elements of its success: liberal usage of #millennialpink; making itself rare, producing a very limited number of Pablo-esque T-shirts and hoodies and distributing them via the Kanye model of pop-up shops; mastery of social media; getting Future to wear one of their bombers (opens in new tab); and condensing the waffling-ness of youth into one inclusive/exclusive message. Easier said than done, and even harder to buy—all 50 pieces on the site are sold out, which should only increase the clamor.

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