A vibrant scene unfolded in London today as fans eagerly gathered for the Marty Supreme merchandise pop-up, featuring items linked to the upcoming film starring Timothée Chalamet. The event attracted a large crowd, showcasing a blend of excitement and anticipation as merchandise was set to go on sale ahead of the film’s release on December 25, 2023, in the United States and December 26 in the UK.
Among the first in line was Adam, an 18-year-old film student who arrived at the venue in Holborn at 17:30 the previous day. As he stood waiting for the doors to open at 11:00, he expressed his commitment to securing exclusive items, stating, “Whatever they ask for.” His determination reflected the competitive spirit among fans, many of whom had spent the night outside, hoping to grab limited-edition jackets, shirts, and accessories from the LA-based menswear brand Nahmias.
An air of tension permeated the queue as speculation arose regarding the availability of popular items, particularly a sought-after navy windbreaker, which was rumored to be absent from the sale. As more fans joined the line throughout the day, the atmosphere became increasingly charged, reminiscent of past high-demand merchandise drops from brands like Supreme. Many attendees donned Supreme apparel, further intensifying the connection to the streetwear culture.
The pop-up was part of an exclusive series of events, with merchandise available only in New York, Los Angeles, London, and São Paulo before the film’s premiere. The items featured bright orange accents, aligning with the film’s theme centered around ping pong, and further fueling the enthusiasm among attendees, many of whom were dedicated fans of Chalamet.
Chalamet’s arrival in London earlier this week had already generated buzz as he participated in promotional activities, including a screening in Battersea and appearances on local media. Fans were hopeful he would make a surprise appearance at the pop-up, as he had done in previous locations.
While excitement filled the air, there were also concerns regarding safety in the crowd. Adam noted that police intervened due to pushing and shoving among attendees. “There were lots of fights, too many people, it was not fun,” he said. Fans had created their own ticketing system to maintain order, despite official instructions to wait until 08:00 to begin queuing.
The crowd was notably male-dominated, leading to discussions about the dynamics of fan culture. Stefania, a 25-year-old photographer and filmmaker, voiced her frustration: “They are just here to resell. We’ve been supporting Timothée for years.” This sentiment was echoed by other women in attendance, who felt that the late announcement of the pop-up location disadvantaged those less comfortable with overnight waiting.
As the queue progressed, individuals with significant online followings, particularly on TikTok and Instagram, appeared eager to capitalize on the event, raising concerns about the reselling of merchandise. Videos circulating on social media highlighted the disparity in experiences, with some fans lamenting the challenges faced by women and marginalized groups in securing access to the event.
Once inside the pop-up, attendees discovered an array of merchandise, including a £250 Marty Supreme-branded windbreaker, which quickly sold out in most sizes. The London version featured the word “ENGLAND” prominently displayed, a design choice that drew mixed reactions. In contrast, the jacket from the New York drop had been more stylishly received, worn by celebrities such as Kendall Jenner and Kid Cudi.
Despite some disappointment regarding the quality of certain items, which did not meet expectations considering the price point, the enthusiasm among fans remained palpable. This pop-up event epitomized the blend of cinema and fashion, with the anticipation surrounding Marty Supreme echoing the promotion strategies successfully employed by recent blockbuster films.
As the day progressed and the most coveted items disappeared, the atmosphere mellowed. Many fans were content to buy smaller merchandise, such as A24 football shirts, jogger pants, and keychains. The buzz intensified again when three black Mercedes-Benz vans arrived, signaling Chalamet’s presence. He emerged with a group of bodyguards, bringing delighted fans to life as they scrambled for selfies and interactions.
While the excitement of the day was undeniable, some attendees reflected on the changes in Chalamet’s public persona, noting a transition from “French softboy” to a more confident presence. Despite any confusion about his personal life, many fans expressed unwavering support for his artistic endeavors, with most already planning to see Marty Supreme in theaters.
As the event concluded and security limited entry into the pop-up, the day marked a significant moment for both fans and the film’s promotion, underscoring the continuing intersection of celebrity culture, merchandise, and cinema.
