“Quiz: What Dad Shoe Are You?” reads one headline posted on the Onion-esque Instagram @DeadstockReport, a new cultural voice that puts sneakerheads and hypebeasts in its crosshairs. Users answer questions to find out which popular sneaker—the Nike Air Monarch or Yeezy 700, for example—embodies their alter dad ego.
Since its launch in June 2018, Deadstock Report has quickly become a prime destination for sneakerhead satire. In less than a year, it has already garnered an impressive 22,000 followers. How has it achieved such high numbers in such a short amount of time? Well, cofounder Nick Crippen attributes some of the success to his “sarcastic feelings” and proximity to the “culture,” allowing him and his partner-in-comedy, Clayton Rossner, to “create a brand that’s more than just a meme page.” From poking fun at Supreme store lines to the absurdity of reseller culture, the sneakerhead jesters have proved themselves to be masters of hypebeast comedy––though they aren’t the first.
Popular accounts like @FakeYeezyBoosts and @Vetememes have been cranking out memes about hypebeasts and sneakerheads for years, well before Deadstock Report got its feet wet.