Why We do Limited Drops at 1987
“Why the limited drops?” is probably the #1 question we get asked at 1987: here’s why they work
The answer goes back to the very beginning of the brand, and it’s twofold:
1. Styling with Intention
I’ve never wanted to show up at an event, a party, or even the grocery store wearing the same thing as everyone else. When I shop, I’m drawn to unique, one-of-a-kind pieces–the kind that make people stop you on the street and ask, “OMG, where did you get that?” That sense of individuality is baked into the core of 1987. Each drop is designed to feel like a special find, something you won’t see everywhere.
2. The Reality of Building a Brand
1987 was bootstrapped–funded by me, not outside investors. That meant every dollar had to stretch as far as possible. Instead of producing massive runs that might sit unsold, small-batch drops allowed us to create, test, and sell through inventory without overextending. Each collection has financed the next.
Scarcity as a Luxury Principle
When I was studying at Berkeley, I did an exchange with ESSEC in France, where we learned from executives at LVMH, Hermès, and other leaders in luxury. One lesson stuck with me: luxury isn’t just about the product, it’s about scarcity. A Birkin bag, for example, isn’t valuable only because of the leather–it’s valuable because it’s rare, exclusive, and hard to get.
That idea of scarcity inspired our drop model. It creates that “why now?” moment for our community. If something is always available, there’s no urgency. But when you know a hoodie or knit might be gone in minutes, it transforms the experience.
How It Works for Us
Drops also solve one of fashion’s biggest challenges: cash flow. In this industry, you front the cost of production and may not see sales for months. With drops, we see that revenue come back right away, which allows us to reinvest quickly into new collections and designs.
Where We Are Now…
You may notice that not every drop sells out in minutes anymore. That’s intentional. While we still have moments like our recent Champions Banner hoodie that vanished in under 10 minutes, we’ve also increased quantities in some collections. This lets new customers discover 1987, while still preserving the exclusivity and excitement that make our drops special.
✨ In short: limited drops are part of our DNA. They protect individuality, make our pieces feel truly special, and allow us to build this brand sustainably–while keeping that spark of luxury scarcity alive.
XXX
Jennifer DeAngelis McNamara
CEO & FOUNDER
1987