SOLD OUT is the new brand

100 Thieves Gaming Rigs built for Drake's Scorpion tour.

My favorite lunch time spot at work is a small Vietnamese takeaway restaurant only 12 minutes away. Even more than the trio roast rice bowl, I enjoy the walk through Soho. The particular route takes one through busy markets, dying comic book stores and a thriving high-end restaurant with a wall of macaroons.

On that path there's only one store with a bigger queue than the Vietnamese restaurant. It's Supreme, the sought-after premium skate brand.

The queue is not a marker of quality or appeal, it's a representation of Supreme's strategy - limit supply and let everything else follow.

A friend of mine drew a similar parallel with 100 Thieves (100T), who recently confirmed a star-studded venture round. A quick visit to their store reveals a “SOLD OUT” sign on every item.
A highly scarce cream hoodie

A highly scarce cream hoodie

Artificial scarcity, it seems, sells everything from vintage street wear to flamethrowers, and even hats.

We continue to fall for it.