[TREND WATCH] SNS's Wil Whitney: The hype bubble is going to burst

As any sneakerhead or streetwear fanatic will tell you, the drop model is part of the fabric of the streetwear retail industry. The drop model, which is shorthand for a brand releasing a limited amount of highly sought-after product all at once, developed out of the fact that some retailers simply couldn't afford to produce massive quantities of product. Fans began to scheme to grab the latest and greatest styles before they were no longer on the shelves. The retail strategy has since been introduced to the mainstream consumer, adopted by major brands including Gucci, Nike and Louis Vuitton. But as these drops continue to hit the mainstream market, some retailers are starting to fear that consumers are growing weary of the never-ending chase for ultra-hyped products. Others are making the shift to an online drop model to avoid the hazards that can come with having lines of hundreds of people outside their stores. In episode two of Glossy Trend Watch: Streetwear Edition, Danny Parisi sits down with Wil Whitney, who was one of the original founders of Nom de Guerre and now manages U.S. brand relations for Sneakersnstuff. Whitney discusses how sneaker retail and the drop model has evolved over time and why the hype bubble will inevitably burst.