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Supreme Streetwear
SUPREME, A BRAND AS A SYMBOL OF STREETWEAR
A STREETWEAR BRAND MADE IN NEW YORK
Supreme, the streetwear brand with worldwide reach. At its beginnings in 1994, Supreme was only a shop selling clothing and accessories aimed at skateboardfans. Created by James Jebbia, the shop opened in New York on the corner of Lafayette Street and Prince Street. The store's first customers were made up solely of young New York skaters and independent artists. As the products came in limited quantities, from the start the shop worked on exclusive sales. You have to go back to the origins to understand the American label's DNA. James Jebbia studied the behaviour of New York kids and noticed that they were not wearing skateboard clothing.
“The clothing the skate brands were putting out at the time was rubbish. A lot of their customers were young. But where people picture skaters as kids of 12, 13 or 14, in New York it was more the hardcore kid of 18 to 24, and he was not wearing those clothes. Because they did not fit well and the quality was poor, when what they wanted was to look good and meet girls”, James Jebbia.
So he offered hoodies made in Canada, of very high quality, carrying a minimalist design and a name that rang like a feeling of revolt for the skaters of the 90s. Once that community was brought together, all that was left was to offer limited pieces. The founder of Supreme understood this well and would work around his iconic logo, the box logo.
A STRONG IDENTITY: THE SUPREME BOX LOGO
The brand immediately adopted the red rectangle with the word “ Supreme ” in white. James Jebbia drew on the works of Barbara Krugerto create this logo. Little by little the brand would open up to new worlds such as hip-hop culture and streetwear in general. Through its logo, Supreme brings together a multitude of trends and artistic currents, from underground culture to punk and on to the urban culture of skaters. Quite naturally, Supreme draws on music, art and pop culture to offer iconic T-shirts such as the Celebrity Tee , carrying the portrait of world-famous figures along with their signature. That would let the brand become more and more popular and collaborate with big names in fashion such as Nike, Vans, Timberland and Stone Island. The brand then opened several shops around the world: Paris, London, Tokyo…
UNPRECEDENTED COLLABORATIONS: THE NORTH FACE, COMME DES GARÇONS, LACOSTE
Many celebrities such as Kid Cudi, Lady Gaga, Kate Moss or Tyler, The Creator, LeBron James, Justin Bieber and Rihanna have worn Supreme. A brand that quickly became emblematic, it relies on communication and on the scarcity of its products, which sit at the heart of its strategy. Luxury firms then followed that trend and unique collaborations began to appear between Supreme and prestigious haute couture brands such as Burberry or Jean Paul Gaultier. One of the most notable is the one with Louis Vuitton, in 2017, for an unprecedented capsule collection.
Supreme also does not hesitate to team up with brands that are specialists in their field, such as The North Face, Dickies, Rimowa or Honda. The strength of Supreme lies in these collaborations, which take in every aspect of fashion and lifestyle. So there are also streetwear collaborations with Nike, Lacosteand Jordan. At the end of 2023, the New York brand even collaborated with the rising streetwear label Corteiz. Supreme has managed to build a model based on its collabs, and despite the number of products created, James Jebbia's brand still holds a place in the hearts of enthusiasts.
Today, every release from the brand is an event. Supreme stands as the global streetwear brand of our era.
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