Supreme Takes Over NY Post’s Front Page With an Ad — & Some Papers Are Now Reselling for $25

Hypebeasts are choosing an unusual establishment to line up outside today: the faithful news stand.

That’s because Supreme has taken over the front page of a local media mainstay, the New York Post, in a wraparound ad to promote its fall ’18 collection ahead of New York Fashion Week in September — the latest out-of-the-ordinary marketing approach from the streetwear-favorite brand.

Rush hour commuters were able to spot the special-edition issue, which comes with a plain white cover save for the newspaper’s name and Supreme’s recognizable box logo. The brand separately teased its mass printing and delivery to New York stockists in an Instagram video.

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New York Post on newsstands now 📹 @seanvegezzi

A post shared by Supreme (@supremenewyork) on

As expected, the issue is already selling like hotcakes — or, should we say, like a pair of Nike Tanjuns? — with one reporter sharing on Twitter that copies had gone from the stands at her neighborhood by 8 a.m. Each edition, on sale for $1, is being hailed on social media by fans as something of a collector’s item — reportedly going for as much as $25.

It’s not the first time the brand has slapped its name on an everyday item that has led to a frenzy. The Supreme logo has been seen on everything from a red clay brick from its fall ’16 line to a branded MetroCard from its spring ’17 collection.

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