'Back Alley Chanel' Comes to Korea... Resale Prices Soar Too

On the 19th, First Store Opens in Apgujeong-dong, Seoul
Limited Edition T-Shirts Priced at 74,000 Won

The street fashion brand "Supreme," known worldwide for its fandom and nicknamed the "Back Alley Chanel," opened its first store in Korea and released a limited edition T-shirt, whose resale price soared to 345,000 won from the original price of 74,000 won.

According to the fashion industry on the 22nd, Supreme opened "Supreme Dosan" near Dosan Park in Apgujeong-dong, Seoul, on the 19th.

[Photo by Supreme website]

Supreme is a street fashion brand founded in 1994 by James Jebbia in Manhattan, New York, USA.

Although it has been 28 years since its establishment, the countries with stores are limited to six: the United States, the United Kingdom, Japan, France, Italy, and Germany. With the opening of the Seoul store, Korea became the seventh country where Supreme has expanded, and the second in Asia after Japan.

Supreme is famous for maintaining the brand's rarity by not releasing new season products all at once but producing and releasing small quantities of new products every Thursday. The strategy of not increasing the number of stores is also known to maintain the brand's exclusivity.

Due to this rarity, Supreme is called the "Street Chanel" and has a strong fan base, with high resale prices for its products.

One of Supreme's representative products, the box logo T-shirt, is priced at around 40 to 50 dollars at release but is traded for over 200,000 won on resale platforms.

To commemorate the opening of the Seoul store, Supreme introduced a Korea-limited T-shirt. The front of the product features the Supreme logo against a blue background inspired by the Korean national flag, and the back is printed with a large photo of the Mugunghwa (Rose of Sharon) and the store address in English.

This limited edition T-shirt was originally priced at 74,000 won but is currently traded on domestic resale platforms such as KREAM at more than four times the price, reaching 345,000 won.

Some predict that the resale price may stabilize now that Supreme has opened an official offline store. A fashion industry insider said, "Since there is now an official sales channel, the price is likely to drop compared to before."

Earlier, on the 19th, a long line formed in front of the Supreme store despite the hot weather, drawing attention. Some people even pitched tents and lined up near the store three days before the opening, believing that arriving early on the opening day would not guarantee getting the desired products.

This content was produced with the assistance of AI translation services.