Supreme integrates CAPTCHA to discourage bots

By

Kate Dingwall

Published
Mar 28, 2017

In a move to try and fight automated purchasing "bots", streetwear brand Supreme has installed a CAPTCHA system on its website.

The CAPTCHA system requires users to complete a series of challenge-based questions to ensure that they are human before making a transaction. This effort is to prevent users from using bots to skip to the front of the line when purchasing garments.

The brand has built up a cult following since its inception. As a result, each of the biweekly "drops" for branded merchandise sell out in seconds. In order to get around the wait and avoid disappointment, shoppers have been creating or paying for a "bots", that allow them to simply plug in the time of the apparel release and their credit card information and the bots will purchase items for them. It can cost several hundred dollars to buy these bots.

While the items will still fly off the shelves due to Supreme's large and loyal following, CAPTCHA will even the playing field for all customers.This switch to CAPTCHA marks the first move Supreme has really made to block fraudulent reselling.

Streetwear enthusiasts have joked about Supreme's ability to sell anything with the brand's iconic box logo on it - Supreme has snarkily created branded bricks, branded pool floaties, Supreme numb chucks, and even a Supreme hammer, all of which sold out in minutes. This intense hype has built Supreme a status in the resell market - Supreme goods can easily turn around a 250% mark-up.