/ Hundreds of fans gathered in SoHo, New York on Friday to buy limited-edition clothes, shoes and accessories inspired by the tracks on Justin Timberlake’s new album.

The singer has partnered with brands such as Levi’s and Nike as part of a marketing stunt to promote his new album. Merchandise for sale included a $500 vest and $350 axe.

The limited-edition release, relying on scarcity and online hype to sell products, has long been a tactic employed by streetwear brands.

Many in the crowd were there for rare Air Jordan trainers which they could sell online at a heavy mark-up. The average price on resale website StockX was $1,173 although one pair had sold for $2,195.

Video by S.J. Velasquez.  

To comment on this story or anything else you have seen on BBC Capital, please head over to our   Facebook   page or message us on Twitter .

If you liked this story, sign up for the weekly features  newsletter  called “If You Only Read 6 Things This Week”. A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.


View all posts