Supreme (brand)

Supreme
Founded 1994 (1994)[1]
Founder James Jebbia[2]
(Founder & CEO)
Headquarters New York City, New York[3], United States
Number of locations

11[4]

Products Clothing, shoes, accessories, skateboards
Total equity USD $1 Billion[5] (2017)
Parent The Carlyle Group (50%)
Website www.supremenewyork.com

Supreme is an American skateboarding shop and clothing brand[6][7] established in New York City in April 1994.[8] The brand caters to the skateboarding, hip hop, and rock cultures, as well as to the youth culture in general. The brand produces clothes and accessories and also manufactures skateboards. Its shoes, clothing, and accessories are sold extensively in the secondary market.

The distinctive red box logo with "Supreme" in white Futura Heavy Oblique is largely based on Barbara Kruger's propaganda art.[7]

History

The brand was founded by James Jebbia. Although he was born in the United States, he lived in England until he was 19.[7]

The first Supreme store opened on Lafayette Street in downtown Manhattan in April of 1994.[9] It was designed with skaters in mind with a unique design for the store layout: by arranging the clothes around the perimeter of the store, a large central space permitted skaters with backpacks to skate into the store and still feel comfortable.[7] In 2004, a second location was opened on North Fairfax Ave in Los Angeles, California, which is nearly double the size of the original New York City store and features an indoor skate bowl.[10] Other locations include Paris Opening in March 2016, London Opening in September 2011, Tokyo (Harajuku, Daikanyama and Shibuya), Nagoya, Osaka, and Fukuoka.[11] The additional locations emulate the original Lafayette Street store's design. Supreme stocks its own clothing label, as well as other skateboard brands such as Vans, Nike SB, Spitfire, Thrasher and Girl Distribution Company, among others.[12]

James Jebbia was quoted in saying that anything that Supreme releases will never be classified as "limited," but notes that they make short runs of their products because they "don't want to get stuck with stuff nobody wants."[7]

On October 5, 2017, Supreme opened their 11th store, the second one in New York City, in the Williamsburg neighborhood of Brooklyn.[13][14] On October 6, 2017, James Jebbia confirmed that the label had sold a significant stake in the company of roughly 50% (around $500 million) to private equity firm The Carlyle Group.[15][16][15]

Collaborations

Supreme has a diverse history of collaborations with various skateboard and fashion brands. Among their frequent collaborators include Nike/Air Jordan, Vans,[17] Clarks, The North Face,[18] Hanes, Playboy, Levi's, Timberland,[19] Comme des Garçons,[20] and Stone Island.[21]

Supreme has also collaborated with brands to create a variety accessories and other non-clothing items such as a cruiser bicycle,[22], bricks, crowbars, a gas-powered mini bike with Coleman[23], and an Everlast punching bag.[24]

On January 18, 2017, luxury fashion company Louis Vuitton held a fashion show where a collaboration between the two brands was confirmed. Pop-up stores featuring the collaboration were opened on June 30, 2017, in Sydney, Seoul, Tokyo, Paris, London, Miami, and Los Angeles.[25] Louis Vuitton's proposal for a pop-up store in New York City was denied by Manhattan's Community Board No. 2 after residents expressed their "outrage that such an event was being proposed for [Bond Street]".[26] In 2017, The Dapifer reported that Lacoste partnered with Supreme for a limited men's capsule collection.[27] One commentator noted that "Supreme clothing isn’t particularly remarkable — think T-shirts, jumpers, caps and leather accessories — but plaster that iconic red logo on a white shirt and suddenly, it’s worth hundreds of dollars", pointing out that "the brand’s success lies in its scarcity model. It releases a limited number of new products each week, nowhere near the number needed to keep up with demand", causing long lineups as well as inflated secondary market (resale) prices.[28][29]

Supreme regularly collaborates with Hanes to release a line of branded t-shirts and boxer briefs, as well as skateboard parts with skate brands Independent Trucks and Spitfire Wheels.

Supreme has released skateboard decks featuring the artworks of Harmony Korine, Rammellzee, Ryan McGinness, KAWS, Larry Clark, Jeff Koons, Richard Prince, Christopher Wool, Nate Lowman, Damien Hirst, and John Baldessari. In addition, they have collaborated with other photographers, artists, and designers such as David Lynch, Robert Crumb, Marilyn Minter,[30] Takashi Murakami,[31] Daniel Johnston,[32] Peter Saville,[33] Futura, Bad Brains, Public Enemy, H. R. Giger, Mark Gonzales, M.C. Esher, Dash Snow, and Nan Goldin.[34]

In 2017 Supreme asked Circlemakers,[35] a group of crop circle makers from the UK founded by the artist John Lundberg, to create a massive crop circle of the Supreme box logo at a secret location in California.[36] The crop circle can be seen in the short film produced by Supreme called Crop Fields.[37]

Fashion photographer Terry Richardson has produced some of the brand's most notable photographs, including of Michael Jordan, Kermit the Frog,[38] Three 6 Mafia, Lou Reed, Lady Gaga, Neil Young,[39] Gucci Mane, Nas, and Morrissey. Kenneth Cappello[40] made some of Supreme's most notable photo tees like Mike Tyson, Dipset, Michael Jackson, and Raekwon.[41]

Notable people who have worn Supreme clothing in public include members of the group Odd Future,[42][8] Odell Beckham Jr, Justin Bieber, Bad Bunny, BTS’s J-Hope, and EXO's Byun Baek-hyun.[43][44]

Other celebrities who have been seen on or wearing the brand include Shane Macgowan, Kate Moss, Prodigy, Slick Rick, Diddy, Lady Gaga, and David Blaine.

Skate team

Supreme's first New York store had its core group of skaters who served as its team in 1994,[7] which included late actors Justin Pierce and Harold Hunter. In 1995, Alleged Films International helped Supreme create a skateboarding-centric promo video called "A Love Supreme."[7] In 2014, Supreme released their first full-length skate video called "cherry" filmed by William Strobeck.[45]

References

  1. ↑ "Charting the Rise of Supreme, From Cult Skate Shop to Fashion Superpower". Vogue. Retrieved 2018-05-25.
  2. ↑ "Supreme's Buyout Reportedly Values the Brand at $1 Billion USD". HYPEBEAST. Retrieved 2018-05-25.
  3. ↑ Woolf, Jake (2017-10-05). "James Jebbia Wants Shopping at Supreme to Be Easier". GQ. Retrieved 2018-05-25.
  4. ↑ "Supreme stores". www.supremenewyork.com. Retrieved 2018-05-25.
  5. ↑ "Supreme Just Became a Billion-Dollar Streetwear Brand". Complex. Retrieved 2018-05-25.
  6. ↑ Chaplin, Julia (October 3, 1999). "PULSE: LAFAYETTE STREET; 'Kids' Welcome, Dress: Baggy". The New York Times. Arthur Ochs Sulzberger, Jr. Retrieved September 29, 2012.
  7. 1 2 3 4 5 6 7 "50 Things You Didn't Know About Supreme". Complex. Retrieved 16 November 2017.
  8. 1 2 "Supreme Clothing, Looking Behind the Hype of a Supreme NYC Drop". The Dapifer. Retrieved 20 February 2017.
  9. ↑ "Supreme about". www.supremenewyork.com. Retrieved 16 November 2017.
  10. ↑ Abrams, Micah (April 16, 2006). "Into L.A.'s Deli Land, Enter the Skaters". The New York Times. Arthur Ochs Sulzberger, Jr. Retrieved September 29, 2012.
  11. ↑ "Supreme stores". www.supremenewyork.com. Retrieved 16 November 2017.
  12. ↑ Bahney, Anna (October 31, 2003). "Get 'Em While They're Cool: Footwear for the Few". The New York Times. Arthur Ochs Sulzberger, Jr. Retrieved September 29, 2012.
  13. ↑ "Supreme Is Opening a Store in Brooklyn This Week". 3 October 2017. Retrieved 16 November 2017.
  14. ↑ "Here's Why Supreme Decided to Open a Second Store in New York". 16 November 2017. Retrieved 16 November 2017.
  15. 1 2 "BoF Exclusive - Supreme Confirms Investment From Carlyle Group". 6 October 2017. Retrieved 16 November 2017.
  16. ↑ "How Supreme Grew a $1 Billion Business with a Secret Partner". 10 October 2017. Retrieved 16 November 2017.
  17. ↑ Bergyl, Skylar (March 18, 2015). "Supreme x Vans Spring/Summer 2015 Blends In (Get It?)". Four Pins. Four Pins. Archived from the original on April 2, 2015. Retrieved April 21, 2015.
  18. ↑ Bergyl, Skylar (April 20, 2015). "Supreme x The North Face Spring/Summer 2015". Four Pins. Four Pins. Archived from the original on April 22, 2015. Retrieved April 21, 2015.
  19. ↑ Woolf, Jake (2015-09-21). "3 Legendary Brands Just Made the Most Hyped-Up Boots of the Season". GQ. Retrieved 2017-07-01.
  20. ↑ "Supreme Comme des Garcons Shirt SS17 Drop Info - THE DAPIFER". THE DAPIFER. 2017-04-11. Retrieved 2017-06-10.
  21. ↑ "Supreme x Stone Island 2016 Spring/Summer Collection". HYPEBEAST. Retrieved 2017-07-01.
  22. ↑ "The Best Items Supreme Has Released Every Year for the Last 20 Years". Complex. 29 April 2014. Retrieved 20 June 2018.
  23. ↑ https://theidleman.com/manual/life/the-25-weirdest-supreme-accessories-ever/
  24. ↑ https://www.highsnobiety.com/2016/06/24/supreme-everlast-punching-bag/
  25. ↑ "Louis Vuitton Confirms More Supreme Collab Pop-Ups". Highsnobiety. 2017-07-01. Retrieved 2017-07-01.
  26. ↑ "NYC Denies Supreme x Louis Vuitton Pop-Up Proposal". Highsnobiety. 2017-07-01. Retrieved 2017-07-01.
  27. ↑ "Lacoste Supreme is Really Happening, See the Collection-The Dapifer". THE DAPIFER. 2017-03-14. Retrieved 2017-06-10.
  28. ↑ https://www.gq.com/story/supreme-x-louis-vuitton-resale-prices-are-already-out-of-control
  29. ↑ https://www.news.com.au/lifestyle/fashion/designers/cult-streetwear-label-supreme-why-fans-go-nuts-over-these-ugly-clothes/news-story/9f961920a4843b2db1c2d0ff30e635d5
  30. ↑ "15 Artists Supreme Introduced to HypebeastsMarilyn Minter". Complex. Retrieved 2018-01-05.
  31. ↑ Sklar, Samuel Hine,Ben (2017-02-06). "Takashi Murakami Wants to Paint Over the Louis Vuitton x Supreme Collaboration". GQ. Retrieved 2018-01-05.
  32. ↑ "A History of Supreme's Artist CollaborationsDaniel Johnston". Complex. Retrieved 2018-01-05.
  33. ↑ "The History of Supreme's Music CollaborationsPeter Saville for Supreme". Complex. Retrieved 2018-01-05.
  34. ↑ "The History of Supreme's Music Collaborations". Complex. Retrieved 2018-01-05.
  35. ↑ "Circlemakers". Retrieved August 14, 2017.
  36. ↑ "Supreme Shares Mysterious New "Crop Fields" Video". Retrieved August 14, 2017.
  37. ↑ "Crop Fields". Retrieved August 14, 2017.
  38. ↑ "Terry Richardson x Supreme x Kermit the Frog". February 29, 2008. Retrieved April 22, 2015.
  39. ↑ Cardiner, Brock (October 13, 2014). "Supreme Fall/Winter 2014 Editorial by Terry Richardson for 'SENSE' Magazine". High Snobiety. Retrieved April 21, 2015.
  40. ↑ "A History of Supreme's Artist CollaborationsKenneth Cappello". Complex UK. Retrieved 2016-11-29.
  41. ↑ "SUPREME T-SHIRT - T-Shirts - Supreme - Apparel". www.projectblitz.com. Retrieved 2016-11-29.
  42. ↑ "Gallery: Celebrities Wearing Supreme". Retrieved 2015-07-22.
  43. ↑ "Baekhyun spotted wearing Suprme in Instagram post, Jun 11, 2015 at 9:43am UTC". Instagram. Retrieved 2017-07-04.
  44. ↑ "UTC". Instagram. Retrieved 2017-07-04.
  45. ↑ "Skating Meets Style in Supreme's New Video". Vogue. Retrieved 2018-05-26.
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