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Your support makes all the difference.<\/strong><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\nRead more<\/span><\/svg><\/span><\/button><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/div>\nI<\/span>n the modern world, we want everything now, if not yesterday. From sofa delivery to supper, we despise waiting more than Amazon Prime\u2019s promised 24-hour window to get our hands on our goods. Delayed gratification is thought of as dingy and dull. Whether its weight loss jabs or luxury beauty treatments, if the impact isn’t immediate, it\u2019s rarely considered worth it. <\/p>\nBut there is an exception to this overarching rule: The Queue. Despite once being the domain of older generations, queues are now cool, snaking away from bars on Friday nights and lurking outside bakeries on Sunday mornings. It\u2019s now on trend to queue \u2014 and it\u2019s making a relaxed day out almost impossible. <\/p>\n
London\u2019s Soho has been the main home of queueing since about 2018, when skate brands like Supreme hyped up fans for limited availability streetwear drops. Hoards of young people were prompted to join the line hoping to get their hands on a logo-emblazoned hoodie or hat. As well as new purchases, they found community among their fellow shoppers. <\/p>\n
This competitive shopping practice was later replicated by luxury outlets. At the Gucci flagship store on Bond Street, there\u2019s often a 10-person queue outside at peak times. Over at Cartier, they keep their queue in line with a luxe red rope barrier with gold hardware. More than the logos branded on the designer items, it\u2019s the queue that generates the clout and signifies that there\u2019s something exciting to come. For sample sales, passersby will even join lines without knowing what they\u2019re for. <\/p>\n
\u201cWe go together [to sample sales] a lot, make a bit of a morning of it,\u201d one woman called Ruby told The Face<\/em> of her decision to stand in the freezing cold at five in the morning to cop a pair of Wales Bonner trainers. <\/p>\nThis fashion fever has trickled down into the hospitality industry, where queues outside popular bakeries and bars are less bad luck and more part of the occasion. Jolene, a trending pastry destination with locations in Stoke Newington, Islington and Shoreditch, is almost never without a 30-minute-long snake of people outside waiting for fresh rye bread and glazed chocolate doughnuts. If they were missing, we\u2019d assume the place had (to use a chronically online term) entered its flop era.<\/p>\n
On top of this, young people who were coming of age around 2020 have been so conditioned by the pandemic\u2019s two-meter social distancing that some don\u2019t even know the joy of jostling at a bar on a night out. <\/p>\n