Why did the cool kids in NYC buy all the copies of the New York Post yesterday?

And why are others now paying 30 times more for it?

Yesterday saw copies of the New York Post sell out across the city – with copies now being resold for over ten times the original cover price.

To promote Supreme’s new FW18 fashion line, the paper featured a front cover wrap with Supreme’s box logo atop a stark and simple white background. It is reported that shops and newsstands had sold out by lunchtime. Copies of the issue featuring the iconic marking were available for resale online at hugely inflated prices within a matter of hours.

With an original cover price of $1.50 price, copies have since appeared on eBay for up to $46 or  $80 for a stack of 10.

New York Post on newsstands now. @nypost

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“We knew that this would be a collector’s item,” Post publisher Jesse Angelo told the New York Times. “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.”

They claim that Supreme sought “original, never-before-seen, creative ideas.”

“They said that when they’re looking to do collaborations, that they really want authentic brand partners,” added Shannon Toumey, the vice president of marketing and branded content strategy at The Post and a co-head of Post Studios. “They thought we were an authentic voice of New York.”