There is an entire culture surrounding these launches, or 'drops'. Streetwear aficionados travel intercontinentally to attend them, almost like concerts, and wear their rarest shoes and gear, flexing for each other while chatting, comparing, and hoping to cop one-time only limited pieces. Kids rock grails and geek out, like an OG subreddit come to life. These lines comprise some of the most interesting fashion events in the world, and are fast becoming streetwear's equivalent of the fashion shows that haute ateliers host each year at fashion weeks in Paris, New York, Milan, and beyond.