How Havoc Henry's Chris Heyn Is Reimagining Preppy Style With A Cool Kid Edge

I am still fine tuning the drop model and learning as I go, but exclusivity is key here. One of the coolest to recently do it is Hidden NY. I think that page and brand has mastered the drop model of building up some hype and doing little drops that build up excitement and get the conversation going, but then sell out quickly. Supreme is like a blueprint here and one of the best to do it in terms of building up hype around a certain drop and making sure people pay attention to the exact time something comes out, otherwise you won’t be able to get your hands on it. I remember getting a Supreme Box Logo hoodie in 2010 that I still have, and the excitement I felt when I was about to check out successfully before the inventory was at zero. 

I think moving forward I will try to have more availability for certain drops so more people can have access, but there is something exciting about rushing to get something before its all gone. As terrible as it sounds, I think it's in our DNA. Scarcity. I just immediately thought about one of my favorite holiday movies as a kid, Jingle All the Way with Arnold Schwarzenegger, where the world was going crazy for the Turboman action figures. Not sure if you remember this either, but I think about Tickle me Elmo in the 90s being a huge hype toy and hard to get one year….so maybe they paved the way a bit for Supreme and these hypebeast brands haha.