The stretch of Wooster Street between Spring and Broome is home to Céline, Moschino, and Byredo, but you would barely know it today. Today, the block was Kanye Avenue, thanks to a line of fans that ran down both sides of the street and onto Broome nearly touching Broadway. The crowds had amassed to shop West’s The Life of Pablo tour merchandise in a pop-up shop at 83 Wooster Street announced last night on Twitter. The majority of items, save for airbrushed Robert Kardashian and Donda West tees, were designed by Cali DeWitt and feature song lyrics in his gothic lettering. To say that DeWitt’s designs have elevated the art of tour merchandise is putting it lightly. Other artists are already copying West and DeWitt’s look for their apparel, and fashion-world favorite Demna Gvasalia put a hoodie in West’s maroon and orange colors on his Vetements runway. (That version read: “May the bridges I burn light the way,” not a song lyric, but a quote from Beverly Hills, 90210.)

The first trio of hopeful shoppers arrived Thursday afternoon and waited overnight. Why? “You know what the motto is? If you ain’t first, you last. So we just always happen to be first,” one proclaimed. Another: “We own every single pair of Yeezy shoes that have been released,” before admitting that most of his purchases today were destined for the secondary market. “I’m here to make money.” Run down the line and you’d pass more Supreme jackets, Off-White hats, and Alpha Industries bombers than you would want to count. Hype aside, some fans were clearly channeling the Yeezy look in head-to-toe monochrome, and I saw at least two maroon velvet hoodies like the one Mr. West favors.

Among the line, there seemed to be a hard divide: Those over 25 were in it for the profits, many FaceTiming from inside the store to take orders and a few listing items direct to eBay from the checkout counter. Most of this crowd paid in cash, throwing around hundreds like singles. Those under 25 were there for a slice of the dream. One 20-something, Sam, in Yeezy duck boots, was huddled together with a group of kids from New Rochelle, New York, who took Metro North into Manhattan specifically for this event. Sam put their obsession thus: “It’s not that we want to dress like him per se, but it’s that he’s fearless, and that’s some shit that the youth needs. He’s kind of like the father for all young fashion and young music because he’s already done it. He’s been there.” Sam and co. had been waiting since noon and were among the first in line. At the end was Marcus, 24, from Baltimore, sporting a Kanye x A.P.C. jacket. “No, I’m not selling whatever I buy—it’s art!” As for the women, one said she wanted a hat, another, “I love Kim K.,” her boyfriend chiming in, “And Kanye’s a creative genius.”

The announcement of the store follows a series of West’s tweets with a populist message. Some examples: “Feeling like Robin Hood . . . ” “Really happy to get the quality of the products better at half the prices of last year . . . ” And, “And yes, I’ve talked to Adidas and we gon hook y’all up with free Yeezys and Adidas. All positive vibes.” His mission is admirable—and for those who still can’t afford a thousand-dollar Yeezy item, a $45 tee will serve. But will they be able to get into the store? That’s another question entirely. Those trying, take note: It runs through Sunday, with DeWitt and other guests slated to make appearances throughout the weekend.

Via: Vogue