at some point...you have to think bigger than the hypebeast kind of consumer that wants everything to remain small, exclusive , for themselves and the people that they think are cool...
most brands have moved well beyond that type of consumer and target the larger streetwear audience....brands are in 5x more stores than 5 years ago, and accessible to everyone through multiple -Brand owned webshops, and online megastores.
....i know that as a hypebeast kind of consumer, some of you frown on certain retail options, but as a potential business owner....what you may consider "selling out"..or "falling off"...may have actually expanded a brand into a bigger and more steady customer base.
I thought of that same thing last weekend when I went to the mall walked into Revolution. I didn't see a lot of exclusive brands there but more of the smaller lines. They did have AKOO (T.I. brand) and Truckfit (Lil Wayne) but I also say more of the Indy, I guess you can say, brands there as well.
And you would think why would a rapper want to put his brand next to smaller line priced possibly cheaper and why Hundreds and what not woud not.
But would you dislike Boutique established brand less if you saw them have a account at say Zoomies...?
once you reach that success level, it's what you do with it that determines your credibility. kids are hating on supreme b/c more people know about it now. i doubt james jebbia is mad at that... supreme is worth over 40 million dollars.
You really can't control who buys your stuff. I'd say, how you keep your company ran or where it's sold at can determine if you became a sellout. for example, look at diamond supply. he's denied offers from nordstrom and saks 5th avenue to lisence and sell his brand. he said no. he also creates a certain line exclusive for pacsun and zoomies. he keeps his main line exclusivley sold online and to certain boutiques and at his flagship store.
had he gone the fubu or rockawear route, then yeah that's wack.
with success comes integrity. remember why you're in the game.
a lot of hypebeast kids have shit twisted. i'm 27 years old... i got into streetwear in 2004 a when you had to dig deep. i would wait in line for dunks and classic running shoes. i wore the hundreds, lamar and dauly, and brands like that before the hype took over. a lot of these hypebeast kids don't even know where and how or why shit developed. so i feel they have no say in what "selling out" is.
it's always about the money even though i'm not doing it for the money. but at the end of the day, i want to eat off this and feed my family off this.