While the expression ‘shop till you drop’ has been around since I can remember and can be dated back to as early as the 1920’s, shopping seems to have developed in to a more treacherous feat as of late. What can only be described as mayhem ensued following the recent release of the H&M x Balmain collection; where shoppers seemed to have left any sort of public order and decency somewhere along the line they had been waiting in for days, and began physically fighting each other for items in some sort of fashionable Battle Royale.
So last weekend it was time for sneakerheads across the globe to lose their mind, when Mr. West’s latest foray in to the fashion world the Yeezy Boost 350 ‘Moonrock’ hit the stores. Some shoppers set up camp outside of brick and mortar retailers on Wednesday evening, three days before the sneakers were expected to drop, armed with sleeping bags, camping chairs and sheer determination to be one of the thousands of people grabbing a pair of Kanye’s latest offering.
Some shoppers outside End clothing had been waiting for 3 days for the chance to grab a pair of Yeezy Boost 350’s.
With 235 retailers in total stocking the trainers, you would expect that everyone who wanted a pair on the day would have been successful. Nevertheless web sites crashed within seconds of the Moonrock’s going online, and although there was an orderly queue to the till in many stores like the one pictured outside End. in Newcastle, stores like Titolo in Zurich weren’t so civilized. Shoppers burst through the entrance in a mad dash to grab a pair and totally demolished the carefully constructed Moonrock display as helpless staff watched in horror.
Last weekend was yet another reminder that Kanye West may well be the biggest name in footwear right now, and with the Yeezy Boost 750 set to release in the next couple of weeks he doesn’t look like settling down quite yet. Meaning people’s sanity is set to deteriorate even further. What’s disappointing is seeing these highly sort after items hit ebay for up to 10x their original retail price quicker than it takes to say Adidas Yeezy Boost 350 Moonrock, and people either crazy or rich enough to pay the extortionate inflated prices. It seems a matter of time before a shopper gets to their 4th night camping outside a store in the heart of winter waiting for the next drop, only to freeze to death before the doors even open, what a way to go. With black Friday looming, I can only feel that the dangers of fashion are all too apparent, so stay safe out there.
Did you manage to grab a pair of Yeezy’s??