What is all the Supreme Hype About?
If you’re a person between the ages of 15 - 25 and living in a decently-urban area, chances are you’ve become familiar with the infamous block-letter-white on crimson logo: Supreme. It seems this symbol is everywhere, and with it comes an almost automatic impression of status and style. For almost 25 years, Supreme has been building a legacy, turning into a household name with street-style that is far from ordinary.
Supreme was created by James Jebbia, an American-born designer and businessman who was raised in the United Kingdom. The first Supreme store opened in April 1994, based out of an old office space in downtown Manhattan. Jebbia’s vision for Supreme was unlike anything the world had ever seen, a brand built on individuality instead of following trends. Jebbia’s designs, special projects, and even the stores themselves are frequently inspired by skater-style, open-mindedness, and art.
The Supreme founder was quoted in Vogue speaking about the direction of his brand: “My thing has always been that the clothing we make is kind of like music. There are always critics that don’t understand that young people can be into Bob Dylan but also into the Wu-Tang Clan and Coltrane and Social Distortion. Young people—and skaters—are very, very open-minded . . . to music, to art, to many things, and that allowed us to make things with an open mind.”
Supreme's emphasis on originality and aesthetic uniqueness is one of the major reasons why the brand got so big. Styles like these frequently catch the eye of celebrities like Kanye West and Frank Ocean, who in turn add more flame to the red-and-white fire. Supreme has maintained a legacy of being authentically cool and original while making products with a luxury-esque quality, an attractive idea for people who like to express themselves through clothing.
With the rise of Supreme to the very top of the global streetwear ladder, a new subculture has emerged. The process of buying and reselling Supreme products has been gaining more and more popularity in recent years. People worldwide are building an enterprise of obtaining rare and high-demand pieces and reselling them for more money. Not only do the sellers gain a profit, but they open the door for Supreme-lovers to access old releases, limited editions, and unique or rare designs.
As the streetwear brand gains more and more worldwide popularity, bigger, more traditional fashion houses have been noticing. In 2017, a Supreme x Louis Vuitton collaboration dropped and made waves in the Men’s Fashion industry. Designs from this collection included bags and accessories containing both of the brand’s logos, very literally blurring the lines between streetwear and luxury fashion.
Over the years, Supreme has collaborated with everyone from Vans to Gucci to Brooklyn Machine Works, and it looks like more are coming in 2019. Already, there is talk of a new Summer 2019 Nike collab, and a possible reworking of the Air Max Tailwind 4 could be in motion. One thing is for sure, however, and it’s that Supreme is here to stay. Embracing change and working with it is one of the things that makes this brand so dynamic; trends are temporary, and Supreme creates their own.