@themasters Merch Store Will Make $70M This Week, But You Can’t Shop Online The internet can’t stop talking about Masters merch…nothing new…except the “PIMENTO” and “AZALEA” hat that everyone wants. “NOW DRIVING” hat is pretty funny too considering the recent Tiger Woods memes At the Masters Tournament, fans line up for hours at Augusta National Golf Club just to get inside the legendary Masters merchandise shop. In case you don’t know: • The Masters merch store is projected to make $7 million+ in sales this week • That’s roughly $1 million per day in merchandise • There’s no online store • Phones aren’t allowed on the course • And the merch is only available if you’re physically there It’s one of the most interesting examples of scarcity marketing in sports. No e-commerce, limited access, and massive demand. The iconic Lawn Gnomes are back again and this year they’re $50 The result? Some of the most sought-after golf merchandise in the world. Is the hype around Masters merch justified…or is it just the power of exclusivity? #Masters #MastersMerch

Are you getting them to-go? @esenes.ww teamed up with artist @gabbois for an incredible collaboration to make this “Bag Boot” For $189 would you bag ‘em? (featuring @hypebae video)

2016 is so back. Supreme x MM6 Maison Margiela collab and other drops @supremenewyork x @mm6maisonmargiela From the American flag set (amended and correctly credited to Juelz Santana @thejuelzsantana) to the the first ever box zip hoodie (a box logo hoodie that’s actually a zip-up, released in three colorways) plus leather jackets and more with bald eagles, the $3,798 casket, and Las Vegas Sphere takeover. The line was down the block like the old days. Streetwear is alive and well. Stay tuned for a new series by @boysclub.network 👀

Zara x John Galliano?! Fast Fashion is cosplaying as luxury. John Galliano is partnering with @zara and the internet has a lot of opinions. Breaking down the two-year Zara x John Galliano partnership, why a legendary luxury designer known for his work at Dior and Maison Margiela would collaborate with one of the biggest fast fashion brands in the world, and what this move says about where fashion is heading. Is Zara trying to move upmarket and escape comparisons to ultra-fast fashion brands like Shein? Is this about sustainability messaging, brand credibility, or just smart marketing? The collaboration also mentions pulling from “Zara archives” which has the internet joking that Zara’s real archives are probably a landfill somewhere.

$1,790 Balenciaga Trash Bag?? Everyone on TikTok is freaking out over a “$1,790 Balenciaga trash bag” but it’s not even real. Somehow the internet ran with it, and honestly? I get why. Balenciaga has actually sold luxury items that look like everyday objects (including a $2,000 leather bag inspired by a trash bag), so the rumor felt believable. But this viral yellow “trash bag” circulating online? Completely fake. Let’s break down how this rumor started, why people believed it, and what it says about fashion, branding, and internet culture.

New it bag just dropped. The most fashionable popcorn bucket yet and it’s literally a purse For The Devil Wears Prada 2. Large popcorn, Tiny stiletto bag charm, and a handbag (nicknamed the Butter Birkin) some bundles are $50 (select theaters obvi) seems like both @amctheatres and @regalmovies have some Would you go for the movie…or the POPCORN PURSE?

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Costco is selling Off-White hoodies for $63… Costco is going viral after shoppers discovered Off-White hoodies being sold in Canadian warehouses for $84.99 CAD (about $63 USD). The viral moment was showcased by Costco Canada men’s apparel buyer Ryan Bastien, sparking debate online about whether luxury streetwear belongs at a warehouse retailer. This isn’t Costco’s first unexpected hype drop. Earlier this year, Costco released Nike SB Dunk Low sneakers, which even Stephen Curry reportedly tried to buy in store. The limited sneakers resold online for thousands of dollars. Costco has also previously sold Carhartt jackets and other major brands at dramatically lower prices thanks to bulk wholesale purchasing. Some fashion fans say this moment actually reflects the philosophy of Virgil Abloh, the founder of Off-White, who believed luxury fashion should be influenced by everyday culture. Others think the brand is being destroyed. Is Costco becoming the most unexpected hypebeast retailer?