They are burning cash for clicks.
Social media influencers have found a new and expensive way to increase interaction: destroying Supreme's coveted video team.
"Activate people," Gianmarco Garofalo tells the Guardian about the desecration of items of the beloved street clothing 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, rub the condiments, drive a car and finally start a Supreme x Louis Vuitton hoodie, despite its resale value of more than $ 1,000. The video has more than 9,000 views.
"Any video with" Supremo "in the title will get traffic," says Garofalo.
The most common treatment of Supreme items is to vacuum seal them or frame them as souvenirs or to resell them in the future up to 10 times their original prices. Some scammers can even pay their bills by reselling Supreme equipment.
In another video, Tristan Wick, a 17-year-old South Carolina resident, writes "Nothing Matters" with a Sharpie on his Supreme x Damien Hirst shirt, despite its resale value of $ 400.
"What really sparked the idea for me with these videos is the" shock factor "they produce," Wick tells the Guardian. “I've never seen anyone on YouTube make videos that destroy valuable pieces of street clothes. So I thought I would be the first to do that. "
The videos of demolition of supreme equipment, in addition to being shocking and, for some fans of the brand, sacrilegious, are also artistic in their destruction.
"Too many people see their Supreme objects as sacred, never remove the labels and leave the items in their closets for years," says Eric "The Supreme Guy" Whiteback. "I want to break that mold and do something fun, creative and impressive."
In a video he posted on Instagram, he is shown ruining a Supreme x Swarovski t-shirt by not deliberately following his washing instructions and having them dry clean.
The nihilistic trend follows the fashion of destroying iPhones in video.