Inside a teen's exclusive sneaker cook group that makes him 6-figures in sales, employs 23 people full-time, and nabs pairs of the hottest sneakers on the market
sneaker resale market requires some work. "Cook groups," or members-only forums that charge fees for information on everything related to sneaker resale, can be a great way to get a leg up on the competition and "cook" — or nab — a large selection of pairs at a drop.
Since each member is free to resell their own pairs after they nab shoes based on information in Polar Chefs, it can be hard to determine how much money the group's members have made collectively in reselling sales. However, by looking at the group's success channel on its Discord interface and through conversations with members, Dhruv estimates that the group has done over $5 million in all-time collective sales.
"We contract several developers to create our over 250 site and social media monitors and scrape early links off of websites," Dhruv said. Early links, essential tools for copping sneakers quickly, are pre-written URL codes that mimic the URL that will exist once a shoe drop goes live on a website. Perhaps most importantly, the group maintains connections with industry insiders, called "plugs," who leak details of hyped drops before they happen.
Funko Pops, or miniature vinyl figurines that are made to represent cartoon-like versions of well-known characters from popular culture, generally go for about $10 to $20 at retail. But these collectible items can fetch thousands of dollars on the resale market.
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