First, if you don't like the Supreme brand, you won't like this store and you should do yourself a favor and just skip this. My rating and review is written with the assumption that the reader is a fan of the Supreme brand. I am personally not a Supreme fan but we were staying close to the store and were provided with tips that I will share in this review.
Second, if you want to go on a Thursday (aka Drop Day), you will need a reservation. If you don't have a reservation, do yourself a favor and come back another day. Drop days are when new items are added to Supreme's lineup. Releases are made in each of Supreme's brick and mortar stores but only a limited amount of choices are released online.
Also, before committing to standing in the line there a few things that you can do to save yourself time. Look online to see what is currently offered for sale online and while it may still be listed online, some items are very popular and sell out quickly after release. That said, items that are sold out online might be available in store. If you come to the store, you might as well buy something that is not being offered online. The most coveted item is typically a T-shirt as those always sell out and depending on the imagery could also be very popular on the secondary market such as Ebay. But be realistic, if you don't have reservation, you probably are not getting a T-shirt. Looking online will also give you a perspective on typical prices for these products. These are definitely priced for the luxury/premium market with caps typically starting at $50.
Finally, before you commit to standing in line, take a peak inside the store through the large glass windows that make the store's street facing wall to see if at least one of the hats (one size fits all too) might be something that you would want to buy before going in. You can easily get inside the store and not have anything that you like (and in your size) that really strikes your fancy.
For most who want some Supreme gear, just go online and buy something. Going to this store isn't a NYC "experience" by any means but do keep in mind that there are only 6 Supreme stores globally with two in NYC (other is in Brooklyn) and only one other US location in LA.
I usually leave my trips with a souvenir and on my last day, I was without one so I decided that I would pick one up by buying something from the Supreme store in SOHO. This store is very close to and a very short walk from the Lafayette/Broadway stop. The block that this store sits on does offer some decent shopping. As of this writing, WESC, G-star Raw, and Onitsuka Tiger stores are all adjacent to this store. I did not have the time but regret not just looking in the Onitsuka Tiger store as I believe that it is a pop up that will close after 2018.
My suggestion is that you go to this store before it opens as there will be a line and the line gets longer as the day goes on. Although the line is clearly a marketing tactic to increase hype and curiosity of passerby traffic, due to the popularity of the store it's just needed. If you plan on shopping here, plan on waiting as well. The length of the wait will depend on so many different factors but lining up before the store opens is what is suggested by most to avoid waiting a long time. The queue is "managed" by a group of 3-4 unarmed ushers dressed in "security" shirts. Also, don't wait to go to this store before it closes. They stop allowing people into the line perhaps 30-45 minutes before the store is scheduled to close. You will see a line in front of the store on the Broadway side but almost always (unless close to closing time), that line continues on the other side of the store. The line is on the sidewalk without any covering but due to the ropes used and ushers present, the line is at least very orderly. We arrived at 11am on a Monday and waited 1 hour to get inside. From what I understand, its best to go M-W or Thur if you have a reservation.
People are allowed into the store as people leave. The store is simple and carries Supreme branded apparel and skateboard decks, skateboard accessories and other Supreme branded items. They also carry some limited 3rd party apparel. One nice thing about this store is that they limit the number of people that can be in the store at once. It really does make a difference. Once inside, there is zero pressure placed on the shopper to buy and no pressure on needing to limit your time inside. The selection is very limited so it really shouldn't take someone more than 20 minutes to pick something out and go.
Remember that tax is not collected on purchases of clothing or footwear under $110. Happy waiting and shopping!
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