Supreme, a streetwear brand that shouldn’t be nearly as popular as it is — for so many reasons — is currently selling a new collaboration it did with a Japanese apparel company you probably never heard of. Earlier on Thursday, there was a crowd of thirsty fans in Soho waiting to scoop up this pricey partnership. At about 11:15AM, things started getting a little hectic when this species of trend-swallowers tried to press into the retail space and bouncers started yelling, “Back up!” Resolute, the masses initially complied.

Then they again tried to push their way in, until they were scolded like children, again, bringing this entire scene back into its natural order.

(Photo/Video: Bucky Turco/ANIMALNewYork)