They’re burning cash for clicks.
Social media influencers have found a pricey new way to increase interaction — by destroying coveted Supreme gear on video.
“It triggers people,” Gianmarco Garofalo tells the Guardian of desecrating items from the beloved streetwear brand. “Destroying something that is worth so much, I think people find entertainment in that. They watch the videos because they can’t do it.”
In Garofalo’s video he and his friends pee on, rub condiments on, drive a car over and ultimately set alight a Supreme x Louis Vuitton box-logo hoodie, despite its more than $1,000 resell value. The video has over 9,000 views.
“Any video with ‘Supreme’ in the title will get traffic,” Garofalo says.
More common treatment of Supreme items is to vacuum seal or frame them as keepsakes or for future reselling at up to 10 times their original prices. Some hustlers are even able to pay their bills reselling Supreme gear.
In another video, 17-year-old South Carolina-resident Tristan Wick writes “Nothing Matters” with a Sharpie on his Supreme x Damien Hirst tee, despite its $400 resell value.
“What really sparked the idea for me with these videos is the ‘shock factor’ they produce,” Wick tells the Guardian. “I had never seen anybody on YouTube make videos destroying valuable pieces of streetwear. So I thought I would be the first to do that.”
Supreme gear demolition videos — in addition to be shocking and, to some die-hard brand fans, sacrilegious — are also artistic in their decimation.
“Too many people view their Supreme items as sacred — never taking off the tags and leaving the items in their closets for years,” Eric “The Supreme Guy” Whiteback says. “I want to break that mold and do something fun, creative and shocking.”
In one video he posted to Instagram, he shows himself ruining a Supreme x Swarovski tee by deliberately not following its washing instructions and having it dry-cleaned.
The nihilist trend follows the fad of destroying iPhones on video.