MADE IN NEW YORK

Supreme, the streetwear brand with worldwide resonance! When it started in 1994, Supreme was just a shop selling clothing and accessories for skateboarding enthusiasts. Created by James Jebbia, the boutique was opened in New York at the corner of Lafayette Street and Prince Street. The first customers of the store were only young freelance New York skaters and artists. As the products are in limited quantities, from the beginning the shop operates on an exclusive sale basis. Indeed, you have to go back to the origins to understand the DNA of the American label. James Jebbia analyzed the behavior of New York kids and found that they were not wearing skateboard clothing.

"The clothes the skateboard brands were bringing out back then were shit. Many of their consumers were young. But where people imagine skateboarders as 12, 13 or 14 year old kids in New York, it was more like the 18-24 year old hardcore kid, and he wasn't wearing those clothes. Because it didn't look good, and the quality was bad, when they wanted to look good and pick up girls" James Jabbia

Thus he will offer very high quality made in Canada hoodies with a minimalist design and a name that sounds like a revolt for the skateboarders of the 90s. Once this community was federated, all that remained was to offer limited parts. And the founder of Supreme has understood this and is going to work around his iconic box logo.

A STRONG IDENTITY: SUPREME BOX LOGO

The mark immediately adopts the red rectangle under the inscription " Supreme "in white. James Jebbia is inspired for the creation of this logo by the works of Barbara Kruger. Little by little the brand will open up to new universes such as hip-hop culture and the Streetwear in general. Through his logo, Supreme brings together a multitude of artistic trends and currents ranging from underground culture, punk to urban skateboarder culture. It's quite natural that we see Supreme was inspired by music, art, and pop culture to offer us for example iconic t-shirts as with the celebrity tee with portraits of world-famous personalities and their signatures. This will allow the brand to become more and more popular, and to collaborate with big names in fashion such as Nike Vans, Timberland or Stone Island. The brand then opened several boutiques around the world, Paris, London, Tokyo...

NEW COLLABORATIONS: THE NORTH FACE, COMME DES GARÇONS, LACOSTE

Many celebrities such as Kid Cudi Lady Gaga, Kate Moss, or even Tyler The Creator represented Supreme. Communication and product rarity are at the heart of the brand's strategy. Luxury brands then followed this trend and unique collaborations have recently started to emerge. One of the most representative is the one with Louis Vuitton in 2017 for an unpublished capsule collection. Similarly Supreme does not hesitate to partner with brands specialising in Mountain products such as The North Face and its permanent collaborations each season. Supreme's strength lies in its collaborations that address all aspects of fashion and the lifestyle. Thus we can find collaboration with Nike, Lacoste Jordan, Jordan. The brand has succeeded in developing a model based on its collaborations, and despite the number of products that continue to be created, James Jebbia's brand is still in the hearts of enthusiasts. Today, each of the brand's releases is an event. Supreme has established itself as the brand of Streetwear global of our time.