After overhearing some customers chatting during his otherwise boring shift in South London, Gabe learns of brands that produce and sell clothes in limited quantities; where demand far outstrips supply. He tells his best mates, Omari and Tommy, and they decide to throw themselves into the money-making scheme.
They start off slowly, just dipping their toes in by travelling into central London for in-store releases. They soon travel down to Bournemouth where they successfully queue up overnight for a pair of sneakers. They work their way up to an insane collaborative release on the streets of London, but it ends in police being called to control a frenzied mob.
The story ends with the trio in Paris, where they aim to get their hands on the most hyped release of the year. It sounds easy enough, but the insanely small odds of them getting lucky isn’t the only thing they’ll have to overcome.