Trending now: the cult of the queue

New York

THEOLUS Jackson slouched against the stanchion separating him from the entrance of Supreme, the streetwear emporium on Lafayette Street in SoHo. He had registered on the company's website to pick up a ticket assuring him a spot near the head of a line that by 10am that day spooled around the corner towards Broadway.

Wearing loose trousers, a football jersey and earbuds, he bided his time. "Most of the time I have my music, so I'm not bothered," Mr Jackson said. "I come every week - I like the vibe - and I just chill." The ostensible draw for Mr Jackson and his comrades on that balmy June morning - the so-called "drop" or news - prompting a couple of hundred fashion diehards to snap open their wallets, was a jacket (US$298) and companion shirt (US$158), stamped with the image of a Richard Prince-inspired cowpoke, which sold out within moments after 11, when Supreme opened its doors.