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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 global resonance! When it started in 1994, Supreme it was just a store selling clothing and accessories for skateboardenthusiasts. Created by James Jebbia, the store was opened in New-York at the corner of Lafayette Street and Prince Street. The store's first customers were made up entirely of young independent skaters and artists from New York. As the products are in limited quantities, from the start, the store operates on exclusive sales. Indeed, we have to go back to the origins to understand the DNA of the American label. James Jebbia analyzed the behavior of kids in New York and noticed that they weren't wearing skateboard clothes.
"The clothes that skate brands were putting out at the time were crap. A lot of their consumers were young. But where people imagine skateboarders as kids of 12, 13 or 14 years old, in New York, it was more the hardcore kid of 18-24 years old, and he didn't wear these clothes because it didn't fit well, and the quality was bad, while they wanted to look good and pick up girls", James Jebbia.
So he will offer very high quality hoodies made in Canada sporting a design minimalist and a name sounding like a feeling of revolt for the skaters of the 90s. Once this community was united, all that remained was to offer limited pieces. The founder of Supreme understood this well and will work around his iconic logo, the box logo.
A STRONG IDENTITY: SUPREME BOX LOGO
The brand immediately adopts the red rectangle under the inscription “ Supreme ” in white. James Jebbia was inspired to create this logo by the works of Barbara Kruger. Little by little, the brand will 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 movements ranging from underground culture, punk to urban skater culture. It is quite natural that we see Supreme inspired by music, art, and pop culture to offer iconic t-shirts like with the Celebrity Tee featuring the portrait of world-famous personalities and their signature. This will allow the brand to become more and more popular and to collaborate with big names in fashion like Nike, Vans, Timberland or Stone Island. The brand then opened several boutiques around the world, Paris, London, Tokyo...
UNIQUE COLLABORATIONS: THE NORTH FACE, COMME DES GARÇONS, LACOSTE
Many celebrities like Kid Cudi, Lady Gaga, Kate Moss or even Tyler, The Creator, LeBron James, Justin Bieber and Rihanna wore Supreme. A brand that quickly became iconic, it focuses on communication and the rarity of products that make the heart of the brand’s strategy. Luxury firms then followed this trend and unique collaborations began to emerge between Supreme and prestigious haute couture brands like Burberry or Jean Paul Gaultier. One of the most notable is that with Louis Vuitton, in 2017, for a unique capsule collection.
Supreme also does not hesitate to partner with brands specialized in their field such as The North Face, Dickies, Rimowa or even Honda. The strength of Supreme lies in these collaborations which address all aspects of fashion and lifestyle. We can also find streetwear collaborations with Nike, Lacoste, Jordan. At the end of 2023, the New York brand even collaborated with the rising streetwear label, Corteiz. Supreme managed to develop a model based on its collabs, and despite the number of products created, James Jebbia's brand still remains in the hearts of enthusiasts.
Today, each of the brand's releases is an event. Supreme establishes itself as the global streetwear brand of our time.
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