(by the way: what would be the right grammar on the '' '' ''?)
As you alluded to, it sure isn't how they used it.
Sure when you are quoting a quote that contains a quote you could drop it to a single from a dumb double quote, but what then happens when your quoted quote contains another quote? Well obviously faced with that level of recursion that's a job for a typographical (curly) quote ma dude.
Now back on topic, it appears the hypebeasts saw the vogue article and knew the writing was on the wall with their thrasher hoodies. What do you do when the bible isn't core enough anymore, like Pablo Escobar and Frank Lucas you go right to the supplier, the epicenter, the single true source of 100% uncut pure skateboarding realness, Slap Magazine. Slap Magazine is so real it isn't even a magazine which has the added benefit of being impossible to blow out as it doesn't even exist, lets see your stylist deal with that RiRi.