Complex debuts its latest documentary, Sold Out: The Underground Economy of Supreme Resellers, as a study of the iconic label certainly solidifies it as the undisputed king of streetwear.

Founded in 1994 by James Jebbia, the brand has since garnered a cult following, aside from its original fan base, with flagships located in New York, LA, London and Japan. For the last year, the Complex News team has investigated the hysteria and learned that many purchases were resold online for big profits — as much as 1,200 percent above retail value, where $40 t-shirts can uphold to $500.

This first episode essentially lays the foundation for the story at hand. Legendary writer Glenn O’Brien, along with top menswear editors, make sense of the hype around Supreme and explain the brand’s success. Enjoy the video below!