Drops have become more and more popular in the coming years, but how did they come about?
First off, if you're not familiar with the concept of drops, you might be familiar with one company that specializes in them: Supreme. Supreme creates various products ranging from clothes to accessories with most of them featuring their iconic logo. These products are limited edition, as they will never be made again and come in small quantities. Once they are released to purchase (this date is usually announced ahead of time), they sell out quite quickly.
Most companies follow this same method for drops; they create a line, advertise it as limited edition, then release it to purchase.
Drop culture is said to have started with fast fashion brands like H&M and Zara. Fast fashion created the need to get the latest clothes for the lowest prices for customers, causing brands to put out new products as fast as possible. Street culture and sneaker brands later influenced fast fashion by making products that were more exclusive and hard to get, eventually using social media to announce their releases and creating drop culture.
Fashion United describes it as so: "fast fashion + social media = drop culture."