The Three Stripes is releasing a hot new sneaker. The catch?

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The Three Stripes is releasing a hot new sneaker. The catch?

Postby PreciousRuiz » 10 Jul 2018, 17:52

Somehow, we’ve all grown comfortable with this fact: buying sneakers in 2018 requires mammoth effort and dedication. Adidas Superstar mens might send you off on a scavenger hunt, Yeezys require public displays of affection in the form of Instagram raffles, and the easiest way to get a shoe you’re after might actually be a claw arcade game. The new shoe set to enter this complicated market was the Adidas Yung-1, a brand-new silhouette that looks a little like a Yeezy 700 went on a diet. Adidas has been hyping up the shoe for the better part of this year by slowly releasing images, but things just got a lot more complicated for customers hoping to grab the new shoe. The first-ever release of the Yung-1, in a gray and white colorway, is exclusively dropping as part of a collection of activewear that costs $1,500.

Adidas Yeezy Boost 350 sale The pot sweetener, though, is the shoe. The Yung-1, Adidas’ attempt to make Kanye’s Yeezys-for-all promise a reality, is a hotly anticipated shoe in itself—and that changes the value of this collection tremendously. Because while a “hotly anticipated shoe” may come with a $200 price tag at retail, buying it at that price requires heavy investment in rabbit foots and four-leaf clovers. More often, customers who really want the shoe end up paying double or triple a sneaker’s retail price on the secondary market.What’s more is that those in the sneaker world seem to prize two factors above all others: hype and scarcity. The Wardrobe version of the Yung-1 checks both those boxes with Sharpie. “[The selling method] will heighten the [shoe’s] perceived value since this is the only way you can get them,” says Goot. “You won't be able to get this colorway anywhere else.” In a sense, Wardrobe and Adidas are recouping some of the shoe’s actual market value—what it might fetch on a site like eBay or Grailed—by selling the shoe as part of a set. We saw Kanye use this same approach when he first released the Yeezy 500 “Desert Rat” in a bundle that also included his Yeezy apparel. If customers wanted the 500, they had to buy $500 worth of sweats, too. It’s also just canny work from Wardrobe—by including a shoe customers can turn around and sell for a decent chunk of the $1,500 invested, it makes the whole purchase that much more palatable.

Adidas Yeezy Boost 750 cheep price Selling the shoe this way certainly makes the buying process simpler in a purely transactional sense: pay $1,500 and the shoe is yours. There are no crashing websites to endure, or apps to navigate. But for most people, charging that sort of money eliminates the already-slim chance they’d be able to buy these shoes. “It's probably a double-edged sword to be really honest with you, because while it takes some of the complexity [of buying these sneakers] away, it also layers in additional complexity, particularly for someone who only wants the sneakers,” says Goot. “This is really untested water, we don't know what to expect.”Wardrobe launched with the mission to kick everyone’s addiction to disposable, trend-driven gear by making quality, unbranded items. But by keeping a particularly hotly-anticipated shoe out of the hands of customers who would throw it back into the hype cycle, Wardrobe has created sneaker culture’s ultimate prize: a super-rare shoe that’ll cost at least $1,500 to buy.
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