Each week on Thursday, streetwear giant Supreme releases a batch of new goods. And without fail, lines circle around the block, and 'heads are refreshing their browsers just to cop the latest from the ever-popular brand.

This of course isn't the most traditional approach when it comes to seasonal collections and coinciding releases. But is Supreme one of the few that's doing fashion drops the right way?

Business of Fashion recently looked into the issue, concluding that brands could take a page out of Supreme's book.

According to Samuel Spitzer, who leads Supreme’s e-commerce operation, on the first day of virtually any release, their website's traffic jumps up to as much as 16,800 percent, saying “we get a very, very high rate of orders per second.”

Supreme isn't the first to use the "drop" system, however. Chris Gibbs, owner of Union Los Angeles, disclosed that such “drops” stem from multiple Japanese streetwear labels, including Hiroshi Fujiwara’s Goodenough, Nigo’s A Bathing Ape, Jun Takahashi’s Undercover, Hiroki Nakamura’s Visvim and Shinsuke Takizawa’s Neighborhood.

“Japan’s streetwear is very retail-based. They’re thinking about the end consumer at the very beginning and all throughout the process. They’re thinking what the retail price is when they’re looking at the fabric,” says Gibbs.

Such a culture is noticeably more organized and of course schedule oriented, as to keep up with weekly deliveries.

“There’s just so much product releasing at all times that you want to try to give customers a sense of consistency and create excitement,” reveals Ryan Willms, who handles marketing and art direction for Stüssy’s North American operation.

You have to be careful with the numbers when it comes to such an onslaught of product, however, which is why brands like Supreme and Palace keep distribution tight and quantities limited.

“We’re small. You don’t want to have a tonne of stuff at once. This is just an honest, genuine way to do business," says Brendon Babenzien, former Supreme designer and founder of Noah. "Here’s what we need now, let’s put it out and let’s continue bringing product in throughout the season when it makes sense.”

All in all, hate them or love them, but brands like Supreme who continue the use of weekly drops have been killing, are still killing it, and will seemingly do so in the future.

For more on how Supreme has changed the game with its flurry of releases, follow on over to BoF.

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