If you happen to be near a Supreme store on a Thursday around 11am, you’re likely to see hundreds of people waiting in a barricaded line for the latest drop. Just a few blocks away from Supreme, you’ll see a line of one or two dozen people outside of Everlane’s New York store. This piece examines how artificiality and authenticity are at play in fueling these lines, and considers the lasting impact a line can have on a brand.

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