Cynics will scoff at the hot air, but there's no denying that hype is a winning strategy for both brands and resellers alike,” the Business Times reported in January, citing that Investment bank Cowen & Co put the global sneaker resale market at US$2 billion in July 2019, and projected that by 2025, the value of the market could triple to US$6 billion. Brands take advantage of the wildfires of social media and collaborations to grow demand for their products. The original price of both sneakers? 100 euros and 170 euros, respectively. While the rise of the sneaker has tracked the steady surge of streetwear and "ironic" style in fashion, the resale market for sneakers has boomed. If you visit Farfetch’s website, for example, a pair of the Cactus Trail goes beyond the 1,300 euros mark and can go up to 1,600 euros. ![]() Buying from resale is also a lost case – when it comes to the insane resale market of hyped sneakers, and depending on the size you’re looking for, buying a pair of Chunky Dunky on StockX means paying something like 1,500 euros. There was no luck that could match the speed with which these highly wanted, and equally limited, sneakers get sold out. I found myself waking up earlier than usual, with high hopes of buying a pair of Nike’s Chunky Dunky (a reimagination of the SB Dunk Low made in collaboration with Ben & Jerry’s) and copping one of the Cactus Trail (another Nike collaboration, this time around with Travis Scott, for the Air Max 270). I vowed to never do something like this again. I had an ally on standby ready to take action if needed. As you will have understood, shopping the Balmain x H&M collection is a real marathon, and just like a real marathon, you should come prepared” This post taken from is the perfect summary of what a person is capable of doing to get her hands on a black and green fur coat. Perhaps a slight feeling of injustice for those who will attempt to bag a few pieces on e-bay and realize they will have to pay double the price. Pressure and a headache for those who will attempt to shop directly at H&M online before the inevitable crash, which will put an end to your dream of joining the Balmain nation. Hysteria and early wake up call for those brave enough to face the queues in front of the H&M stores at the crack of dawn. “Each year H&M announces a new collaboration and each year our inner serial shopper is put to the test. ![]() I can count all the crazy things I’ve done in the name of fashion on one hand, and I can say that all of them involved an alarm and a short-lived feeling of “am I really doing this?” The first one I can remember was in 2015, when Olivier Rousteing’s Balmain took over H&M with highlights of the creative director’s first eight seasons, creating what was named as luxe-meets-mass.
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