[dillondoyle]

It's what most hip clothing brands do to launch merch. Look at Supreme as an early example. Artificially limited stock, released like Black Friday. Scarcity ups the coolness and bragging factor. It's somewhat odd though many times - take Supreme example - the retail costs don't actually match the demand (they could charge higher) not supply side and a large re-sale market opens (even stockx.com a real market with order book)