Fans of clothing brand Supreme are paying up to $20 for a copy of the latest New York Post, thanks to a front-page promotion featuring the cult line.
The city publication partnered with New York-based skating brand Supreme for a special front page cover design on Monday. The redesign was published in conjunction with Supreme’s new look book for its fall/winter 2018 season line.
A number of eBay listings were selling the newspaper for between $7 and $20, with a one seller having shifted more than two dozen copies at $19.99 each.
The paper featured the brand's bold label in red and black on the centre of its cover with a plain white background; a clear departure from its typical front page, which is usually crowded with the latest national headlines. By Monday afternoon, the Post's publisher said that Monday's edition was "flying off the shelves".
Supreme was seeking "original, never-before-seen, creative ideas" when it approached the New York Post earlier this year for a potential collaboration, according to Shannon Toumey, a co-head of the newspaper’s in-house creative strategy agency.
"They said that when they’re looking to do collaborations, that they really want authentic brand partners," she told the New York Times. "They thought we were an authentic voice of New York."
The clothing brand opened in 1994 and has kept its headquarters in New York despite establishing stores in cities around the world, including in California, Tokyo and London. Its creative partnerships often reflect components of life in New York City — the brand previously released Supreme-branded subway cards, bricks, crow bars and liquor bags.
Jesse Angelo, publisher of the New York Post, told the New York Times the papers “were flying off the shelves” on Monday.
“We knew that this would be a collector’s item,” he said. “Supreme is such a cool brand and we have so much affinity, to the design kinship of the logos, to being bold, and never shy, and New York-based.”
Video posted across Twitter showing the New York Post made with the Supreme logo front-and-centre were posted to Twitter on Sunday night after rumours emerged about the collaboration. The video showed papers being printed with the brand name on its front cover before being shipped to bodegas and convenience stores throughout the city.
Kiosks across the city were reporting they had run out of copies before 1:00 p.m. local time, with kids reportedly buying out sets of copies single-handedly.