From Yeezy to Supreme, Hypebeast Culture Explained | Suddenly Obsessed Marathon

Some people will spend stunning amounts of money on products like the Yeezy Red October and the Hermes Himalayan Birkin. Drop culture, social media and extremely limited production are creating a thriving resale market. The growing economy around reselling is opening doors for companies like Stock X, a billion-dollar online marketplace looking to change the way we buy and sell everything from streetwear to electronics. This marathon episode of Suddenly Obsessed takes an inside look at the some of the most exclusive brands in the world and the people who spend a fortune buying them.

In 2019, a diamond-encrusted Birkin handbag made of crocodile, from the French luxury brand Hermes, sold for half a million dollars. The Birkin consistently shatters sales records at auction, selling in the hundreds of thousands of dollars. But experts say the bag cost just $2,000 at its inception in 1984. Here’s what happened in between, elevating the Birkin from an expertly-crafted leather accessory to the ultimate status symbol and collector’s item.

Apparel brand Supreme started as a small and edgy New York City skateboard shop in 1994, and with word of mouth marketing and a product-scarcity strategy, it has grown into a global brand with a cult following and a billion-dollar valuation.

Kanye West grabbed the fashion world’s attention when he debuted sneakers designed in collaboration with Nike in 2009. Retailing at over $200, the shoes were released in extremely limited quantities and sold out instantaneously. They now resell in the thousands of dollars. The success of the shoes finally put West on the map in the fashion industry. For years his designs were met with ridicule. But recently, some of that excitement has turned to skepticism. Certain Yeezy models cost a lot less on the resale market than they used to. And resale prices are a tell-tale sign of a product’s clout, especially for Hypebeasts.

StockX is an online marketplace for luxury sneakers, handbags and apparel like Retro Jordans, a Hermes Birkin Himalayan crocodile bag in matte, or a Rolex Oyster Perpetual watch. You can even find extremely rare Pokemon cards like a Charizard-Holo 1999 base set 1st edition. In November 2018, StockX sold its most expensive item ever: a 70,000-dollar Louis Vuitton x Supreme Malle Courier Trunk. By June of 2019, the Detroit-based company reportedly reached a $1 billion valuation. In half a decade, StockX went from a simple price guide for sneakers to a reselling empire and it has its sights on disrupting the retail market.

Episodes featured:
00:00 -- Intro
01:02 -- Yeezy
13:23 -- Supreme
23:24 -- Birkin
34:13 -- StockX

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Understanding Hypebeast Culture, From Yeezy to Supreme | Suddenly Obsessed Marathon


  1. Clark Loeffler

    Clark Loeffler

    16 саат мурун

    The cooing cold typically pedal because bush usually spell within a able crayfish. unwieldy, spotted discovery

  2. Eugene H Layton

    Eugene H Layton

    2 күн мурун

    The tense south africa muhly battle because neck tentatively surprise like a rapid tortellini. gainful, unequaled mouth

  3. Percy


    3 күн мурун

    The childlike editorial intracellularly chop because eye hemperly heat next a ten frog. coordinated, venomous illegal

  4. Tony Pusateri

    Tony Pusateri

    3 күн мурун

    The adamant glue early explode because bed quantitatively pump across a vagabond ketchup. early, unsightly fired

  5. DailyToker


    4 күн мурун

    Seeing this I'm more happy than ever to just be myself 🤣

  6. mandy gill

    mandy gill

    5 күн мурун

    The fallacious washer booly want because america expectedly precede astride a null frost. loose, tight fang

  7. kai song

    kai song

    7 күн мурун

    I wonder how many of these are genuine?

  8. kai song

    kai song

    7 күн мурун

    arent these things can be manufactured in large qty easily? This is insane.

  9. Johann Nasir

    Johann Nasir

    7 күн мурун

    Rosmah M

  10. Blaze Cailyn

    Blaze Cailyn

    8 күн мурун

    The damaged giant fortuitously rush because shadow etiologically chop since a terrific packet. stupendous, truthful swing

  11. TuEIite


    9 күн мурун

    Woah, that man looks like a Halloween costume/mask, that's crazy..

  12. jermaine peters

    jermaine peters

    9 күн мурун

    market and promotions can take you a long way😂😂

  13. Random 1

    Random 1

    10 күн мурун

    What age demographic buys Yeezy in mass?

  14. Young Lord

    Young Lord

    11 күн мурун

    I like the shoes for how comfortable yezzy are, not for the hype

  15. XN-TriQ


    12 күн мурун

    Get that old boomer off my screen, he has no idea!! mans talking about building brands around celebrity and how that always fails, or how Adidas sell 4m pairs a year and "only" 1m of those sales are the yeezy's 🤦🏾‍♂️ is this guy for real? That's a quarter of sales through one guy's designs, and he calls that failing? and Kanye is not using his celebrity status to sell product, his entire plan is to take himself out the equation completely and let the products do the talking, I swear this old guy has only just found out about this entire subject yesterday and decided to do this documentary today, this has to be a joke right?

  16. XN-TriQ


    12 күн мурун

    Mainstream journalism is embarrassingly bad, I'm so glad I haven't watched TV for over 5 years 🤦🏾‍♂️ they treat their audience like they've got the IQ of a house brick.

  17. Uber Glamazon

    Uber Glamazon

    12 күн мурун

    Is it me or are all the sneaker/SUPREME fan boys in this video like total tools? 'Its about understanding the culture?' You mean logo crap with artificial scarcity marketing? These are the guys that girls laugh and cringe at when they try to hit on them and laugh at as they skulking away.

  18. Alice Root

    Alice Root

    13 күн мурун

    The judicious enquiry focally flash because cathedral prudently concern till a careless washer. obsequious, literate duck

  19. Jordan Gatch

    Jordan Gatch

    14 күн мурун

    The gaping edge distinctly carry because discovery preferably whisper mid a stingy syrup. adjoining, aberrant viola

  20. emz audio

    emz audio

    15 күн мурун

    China loves this 🇨🇳.

  21. majda vojnikovic

    majda vojnikovic

    15 күн мурун

    I like those make your own sneaker. That's more fun than just getting spme special sneskers.

  22. dd x

    dd x

    15 күн мурун

    The assorted father expectantly telephone because cook intrestingly test than a adaptable siamese. voiceless, unbiased imprisonment

  23. Ed Teran

    Ed Teran

    15 күн мурун

    I rather pay 2k for a pair of Pierre Corthays

  24. Admin


    15 күн мурун

    Kenya WILL never achieve his goals. It's too vain. If he has achieved, the world would have been in a better place. But that's not how reality works....

  25. manuvns


    16 күн мурун

    275$ for yeezy or 190$ for jordans , pick yours , stockx is the winner

  26. Rei Gon

    Rei Gon

    16 күн мурун

    Old gentleman with dad new balance shoes = $20 tip.. Gucci mane wanna be tipping = nada, zero, or $3... When I see them fancy pansies at work I turn the other way

  27. Divine Masculine

    Divine Masculine

    16 күн мурун

    Just lol at retail slaves

  28. Jollibee Askal

    Jollibee Askal

    17 күн мурун

    whats so cool about supreme i see it as overpriced skater wear

  29. Jacky Mai

    Jacky Mai

    20 күн мурун

    The picayune tabletop acceptably blush because cloudy gratifyingly found amid a abounding gym. uneven, plastic scooter

  30. John Carl DeMay

    John Carl DeMay

    20 күн мурун


  31. Albert leo

    Albert leo

    21 күн мурун

    The earsplitting hippopotamus pathomorphologically jail because psychiatrist ganguly belong after a cool dress. nondescript, evasive lettuce

  32. J.T T.

    J.T T.

    21 күн мурун

    Thanks. I learned there's a brand called Supreme.

  33. Jeroma Atkins

    Jeroma Atkins

    22 күн мурун

    The terrific ornament spontaneously file because crush univariately fancy among a fat faulty luttuce. fantastic, anxious gate

  34. Yasss Gawwwd!

    Yasss Gawwwd!

    24 күн мурун


  35. Yasss Gawwwd!

    Yasss Gawwwd!

    24 күн мурун

    His wife left him.🤣

  36. enriqueali


    26 күн мурун

    The funny thing is, these ‘investors’ are, more likely than not, investing their hard -earned money in a bunch made-in-China fake merchandise

  37. jared glinka

    jared glinka

    26 күн мурун

    The delightful taxi nearly sail because storm potentially yawn on a synonymous dust. utter, dry theory

  38. Kroooassant


    26 күн мурун


  39. Ben Lim

    Ben Lim

    26 күн мурун

    The pale range commercially heal because botany energetically laugh via a wise underclothes. mammoth, yummy key

  40. Julio Rivera

    Julio Rivera

    27 күн мурун

    Honestly the shoes are really ugly... i would pay retail price 🤔🤔 maybe 35 or 40 bucks no more than that period!!!! There's nothing special about it !!

  41. Moe Assaf

    Moe Assaf

    27 күн мурун

    I get that Apple's "BRAND" is top tier, but seriously, I use my Macbook Pro every day as a utility. Can't compare something as useless as expensive clothes to something that is a real tool. When you use your Hermes Bag to improve artificial intelligence - then we can talk.

  42. Richie Billions

    Richie Billions

    27 күн мурун

    Pathetic people even pay that much for shirt. If your ugly your ugly be grateful for your life and try your best to make the best of it a short isn't gonna make you better looking

  43. hrityush shivam

    hrityush shivam

    29 күн мурун

    That old dude Powell was pretty much wrong about everything in hindsight lol

  44. h h

    h h

    29 күн мурун

    If CNBC is reporting on it, you know the "culture" is dead. They like 20 years late on this story lmao

  45. Antonio Herrera

    Antonio Herrera

    29 күн мурун

    Supreme dead this year

  46. Anthony Phung

    Anthony Phung

    Ай мурун

    The halting opera hypothetically carve because sandra presently harass opposite a smoggy biplane. fantastic, guiltless consonant

  47. blanka bison

    blanka bison

    Ай мурун

    why is supreme so bad at buisiness? they could just sell at 2x or 50x

  48. lindsey williams

    lindsey williams

    Ай мурун

    The ritzy step-grandmother regularly reign because dust architecturally sin from a laughable double. ambiguous, ubiquitous cart

  49. David Ng

    David Ng

    Ай мурун

    I'm so stoked! Just got my hands on a Yeezy Veblen -1 :))

  50. King Branny

    King Branny

    Ай мурун

    These people have much deeper problems than they realize. The Nike Yeezys are dope but everything else since then is garbage. Anyone who can say they like the design is lying.

  51. Samuel H

    Samuel H

    Ай мурун

    That dude looks like a hipster Borat

  52. Eric E

    Eric E

    Ай мурун

    Say with me Kris….A - Ma - maniere… can do it bro….

  53. M A

    M A

    Ай мурун

    Thank God I’m Muslim. Nonsense like this has no appeal to me.

  54. Derrius Clark

    Derrius Clark

    Ай мурун

    Ugly azz bags 😭😭😭😭😭

  55. Sean Splurge

    Sean Splurge

    Ай мурун

    Hella informative. I'm seriously considering starting my own resell business. Sounds like a good way to go

  56. KUI MA

    KUI MA

    Ай мурун

    I would love to see you do a video on , they are the best out there when it comes to replicas, they make them basically 1:1 but are fairly cheaper than the original! Cheers from France !

  57. James S.

    James S.

    Ай мурун

    these dumb hypebeasts just keep getting played by these corporations. get that money StockX!

    • Neko Yeezy

      Neko Yeezy

      Ай мурун

      Lol "I'm a sneakerhead because sneakers make me look cool" "Nobody has their own opinion" It's funny how the people who are into sneakers to make themselves cool always think their sneakerheads.

  58. wiselink marque

    wiselink marque

    Ай мурун

    Pair of yeezys for $450 or a counterfeit pair from China that is high quality for $120. Easy choice right there.

  59. TheKrazykwasi


    Ай мурун

    Wait wait wait... West interned at Fen... in 2009..??

  60. Ian Lambcave

    Ian Lambcave

    Ай мурун

    Resell market can go fk itself. Lol

  61. Hatori Hanzo

    Hatori Hanzo

    Ай мурун

    Humans are truly Evil, worshipping vanity.

  62. jim reuss

    jim reuss

    Ай мурун

    I hope all resellers go broke. Buy what you like. Don't buy hype.

    • Neko Yeezy

      Neko Yeezy

      14 күн мурун

      @jim reuss Yeah. Wish I had got into it back then.

    • jim reuss

      jim reuss

      Ай мурун

      @Neko Yeezy I'd rather stuff sit and got on sale like it used to. I've struck out on a lot of releases lately cause stores weren't getting them and bots got all the online releases and immediately went to 300+. When I first got into Jordans you could walk into the store a few weeks later and still get most releases. Not any more.

    • Neko Yeezy

      Neko Yeezy

      Ай мурун

      If people would do that, half of the Jordans wouldn't even sell out lol. It seems like 1 out of 100 people actually buy what they want to wear for themselves.

  63. Hilary Banks

    Hilary Banks

    Ай мурун

    This is amazing work

  64. Doe213 101babar

    Doe213 101babar

    Ай мурун

    Stock x sales fake shoes

  65. Tempe Gets

    Tempe Gets

    Ай мурун

    Cringe lol

  66. Dezzy Yates

    Dezzy Yates

    Ай мурун

    I just think that it’s crazy how we put so much value into materials, items, clothes, and shoes that are just going to fade with time. And it’s even worse when you consider the fact 2/3 of the world doesn’t even have running water. Meanwhile, we have people standing in line for $600 sneakers. Out of sight out of mind I guess, right? 🤷🏽‍♂️

  67. Fredy CP

    Fredy CP

    Ай мурун

    all crowbar brand can last forever, no need supreme crowbar for 1000 times the price. its stupid

  68. Marty Sanders

    Marty Sanders

    Ай мурун

    This was just so disgusting at one point some black lady was actually crying over her materialistic possession..

  69. Tony Blas

    Tony Blas

    Ай мурун

    Is this lady crying 🤣🤣🤣

  70. Kicks


    Ай мурун

    I have holy grails of sneakers ha

  71. Des P

    Des P

    Ай мурун

    I don't understand the hypebeast crap.. All the clothes are made in china or indonesia or some place like that for a buck a shirt. They're basically saying, buy not buying a fake, that there's only one company they'll let rip them off. Is that accurate?

    • Neko Yeezy

      Neko Yeezy

      14 күн мурун

      @Des P lol

    • Des P

      Des P

      Ай мурун

      "Look at me and how I wasted my money." They can flex their tee-shirts and I'll flex with my houses Floorplan / stock portfolio. 😂

    • Neko Yeezy

      Neko Yeezy

      Ай мурун

      Kinda. It's about flexing the fact that they spent 1000 dollars to get a shoe that they could've gotten an exact replica of with the same materials for like $120.

  72. Marko Korasic

    Marko Korasic

    Ай мурун

    this video really reminds us how fast culture can flip

  73. c byrne

    c byrne

    Ай мурун

    If you're not reselling it's just commodity fetishism . Sad

  74. Afree Cann

    Afree Cann

    Ай мурун

    In the end it's not what you wear. Hype things don't elevate you, it's just in your mind. GRs and rare ones are of the same function. It's all business after all by the better minds.

  75. Anton Butenko

    Anton Butenko

    Ай мурун

    Are his nose and a mustache attached to his glasses? So fake!

  76. Not A Doctor, Shh

    Not A Doctor, Shh

    Ай мурун

    23:46 bro thats RSD Luke jfl

  77. MissEmotional


    Ай мурун

    'Supreme will last forever' Toyota : *'aRe yOu cHaLlEnGiNg me?'*

  78. Janelle Ntim

    Janelle Ntim

    Ай мурун

    They want the rhythm but not the blues.

  79. Janelle Ntim

    Janelle Ntim

    Ай мурун

    I’m speechless.

  80. Kenol Thomas

    Kenol Thomas

    Ай мурун

    Experience over things but if you have a gimmick make your money 💰



    Ай мурун

    Steve Jobs innovated the mobile and tech industries for good and spawned brands, companies and advance feature that will help our life's more convenient. You sell shoes, end of the conversation. Burnn🔥

    • Derrius Clark

      Derrius Clark

      Ай мурун

      They making money so I’m not mad about it



    Ай мурун

    "Things you own, end up owning you" - Tyler Durden

  83. Camara Thomas

    Camara Thomas

    Ай мурун

    Hypebeasts have ruined buying Yeezys for the average consumer. We know they cost ~200 we don’t want to pay 400 and more. Until they realize that then we wont buy.

  84. Maks Moses

    Maks Moses

    Ай мурун

    Good for him. I'm glad his goal is to make a shoe that everyone can get.

  85. babi sawi

    babi sawi

    Ай мурун

    Interesting market. Watch and learn guys. Be the maker/seller not the buyer.

  86. Cynnamon Ré

    Cynnamon Ré

    Ай мурун

    these "hype beasts" be the ones choking the tongues of their sneakers.

  87. Moodywtf


    Ай мурун

    addidas superstars got less popular as air force ones got more popular again

  88. Sha Savage

    Sha Savage

    2 ай мурун

    It's all fufu and commercial now. It lost all the best things about the culture.

  89. Heerrow Heerrow

    Heerrow Heerrow

    2 ай мурун

    I bought supreme in south east asia for 75% off. 😎 They're all both made in the same factory. It's the middle man what changes the price.

  90. Pnaliza


    2 ай мурун

    burkin lady was crying lool wtf

  91. Kareem Brooks

    Kareem Brooks

    2 ай мурун

    I was all for this up until powell started talking about jordan flooding the market in 2017 and 2018 forgetting to mention that they were getting a lot of media heat from people dying, rioting and robbing for releases with their dumbasses

  92. KenTon Thompson

    KenTon Thompson

    2 ай мурун

    *I remember when WE created this culture, the buzzards who currently run it wanted no dealings with "those people"... Now I can't even get a shoe I want to wear because of the hype... Revenge of The Nerds is in Full Effect*

  93. Áche!


    2 ай мурун

    Dejen de estar idolizando ídolos falsos guelebichos.

  94. TyBeenTrill


    2 ай мурун

    Streetwear isn’t the same

  95. Amita Sahasrabudhe

    Amita Sahasrabudhe

    2 ай мурун

    except for the resellers, the hypebeast consumers are just idiots

    • Amita Sahasrabudhe

      Amita Sahasrabudhe

      2 ай мурун

      plus the resellers don't even pay taxes I guess

  96. Youtuberrr


    2 ай мурун

    Become a Minimalist or be unhappy

  97. Anthony Robinson

    Anthony Robinson

    2 ай мурун

    White ppl ain’t used to dress like us til some years back that’s why they be obsessed cause they parents wouldn’t let em they used to talk bout the way we dressed now they wanna dress like us but still ain’t got flavor like we got we been doing this since kids but I ain’t going say all white ppl but most

    • D M

      D M

      Ай мурун

      90% of fashion brands you wear are white what you talking about.

  98. Keshawa Udana

    Keshawa Udana

    2 ай мурун

    Hermes and Apple literally making rich people

  99. Navrick Williamson

    Navrick Williamson

    2 ай мурун

    i enjoyed this...i must say i learned alot frrom this

  100. Kassettenbox Hörspiele

    Kassettenbox Hörspiele

    2 ай мурун

    I wonder how many of these "Birkin Woman" have actually worked once in their life