A Tale of Two Streets: Supreme vs Madhappy

The most iconic brands and creators that will be created over the next 10 years won’t be cookie-cutter, they’ll be community-based. The result will be more unique experiences.

Delayed gratification is a feature, not a bug Performance marketing and paid social carpet-bombing, no matter how targeted, do not create a human connection that all durable brands have and that makes them durable in the first place. A quick rush of sales following a paid social campaign or a stunt should not be a sign of positive ROI, but an inver

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Supreme is a streetwear brand that's built a strong community and brand loyalty, often through limited releases and collaborations. Their CAC is low because their brand is so strong that customers seek them out, reducing the need for expensive marketing.

For these sorts of e-commerce brands, what’s being sold isn’t just some product with utility. It’s a feeling, a community, an identity. Shopify, being the blank canvas it is, is much more suitable for this kind of projection than Amazon, which, by virtue of being Amazon, effectively eclipses individual brands on its site.

The streetwear instinct for limited drops has its own roots in ‘90s culture — hip-hop, skateboarding, and their outsider status. The idea to do things limited, to intentionally craft a drop to make it special, if you know you know, echoes those ‘90s scenes.