NEW YORK — If you don’t know fashion labels Supreme or Off-White, you’ve probably also never heard of Grailed, an eBay-like marketplace where those brands are bought and sold.
It was started five years ago by CEO and co-founder Arun Gupta after realizing there wasn’t a dedicated site for men’s fashion. Now, the site has 3.7 million users and a spinoff site for women called Heroine.
Supreme, a 20-year-old brand that sells skateboard-inspired fashions, is a hot seller on Grailed, which takes a 6 percent cut of anything sold. Rare finds also do well: an 18-year-old bomber jacket by designer Raf Simons went for $47,000 last year, the most expensive thing it sold in 2018. It helped that rapper Kanye West was photographed in a similar jacket.
“’ As seen on Kanye’ increases the value of something,” Gupta said in a recent interview with The Associated Press.
The questions and answers below have been edited for clarity and length.
Q: Are men interested in fashion?
A: I think men talk a lot more about clothes than they ever did before. The big thing that’s taken hold in the last five years is that the new fashion icons have become music celebrities. John Mayer is a fashion icon, and every rapper is a fashion icon.
Q: What brands are popular on Grailed?
A: Supreme is huge. Nike is huge. Off-White is huge. Then, brands are becoming popular: there’s this brand called Amiri; Gucci is big; Balenciaga is big.
Q: What’s so great about Supreme?
A: That is a loaded question.
Q: Why do people go crazy for it?
A: You can buyiecthatpreme for $100, and you can resell it for $300. Why. It’s just economics. And, because of that, you can buy something for $100 and wear it, and it looks like you spent $300.
Q: How do you make sure sellers aren’t posting counterfeit products?
A: We have some pretty sophisticated fraud algorithms. We do a pretty good job reducing the number of fakes there. We have a team of part-time moderators in different time zones combing through every listing. Every new item gets approved by them. So they’re like, “Hey, send me a photo of the backstitching of this thing or send me a photo of the tags,” and they can verify everything. It’s quick, like a couple of hours, and if you’re an established seller, you don’t have to go through the process.
Q: Why use Grailed? Why can’t people sell their stuff on eBay?
A: They could sell it on eBay. They’re pretty agnostic to the type of goods they sell. They’ll sell you a dishwasher, car, or piece of clothing; they don’t care. For us, we care a lot about what it is that we sell. We pride ourselves on having some taste level.
Q: What happens if someone tries to sell a Target T-shirt? Would you throw them out?
A: We don’t throw anything out. We curate. We have different website areas: a high-end area, a streetwear area, and a catchall area we call core.
Q: So the Target T-shirt would make it?
A: Yeah.
Q: Do brands get angry that their stuff ends up on Grailed?
A: maybe five years ago, people would get angry, but now it’s like we have so many consumers in their teens to early 20s getting into clothes and fashion. I think brands recognize that we’re a gateway.
