You’ve all probably heard about the clothing brand Supreme. All kinds of articles of clothing, from hats to shirts, have been not only represented by A-list celebrities, such as Rihanna and Justin Bieber, but also day-to-day folks on the street. It’s a huge line with a lot of unique and stylish articles, and the man behind the name is James Jebbia, a current New York resident with two kids. Supreme launched its first store in 1994 on Lafayette Street in New York and takes pride in its “scrappy skateboard lifestyle empire”. The line is expanding and gaining popularity, so there are shops in Los Angeles, London, Tokyo, and now there’s talk of Paris.
The Paris announcement has started an uproar amongst Supreme fanatics because their worried scaling their favorite brand will lose its “homegrown cult appeal” charm. However, James isn’t having any of the commotion and is simply refuting the commotion by pointing out the shops in other countries mentioned before, like Japan and the UK. Online, Paris is one of the leading cities in sales, giving confidence in sales increase.
He also mentioned travelling to Paris several years ago and noticing a huge skate culture thriving in the area, giving costumers reassurance that Supreme isn’t going to lose it’s charm.
Something really interesting about this brand is that it caters to it’s audience, meaning it integrates the surrounding culture into the design of the clothing, making clothing accessible to the public’s taste. In short, the clothes in Tokyo will differ from the clothes in LA will differ from the clothes in London, which is really unique and one of the reasons the brand remains a success. Jebbia claims that his brand “makes things people want to wear — not in fantasy land.”
Jebbia knows exactly what he’s doing, and his loyal costumers should put more trust and faith into him. Supreme’s longevity comes from its distinctive flare, so remember what Jebbia says, “People might think there are a lot of brands in the world like ours, but there aren’t” and that will be its saving grace.
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Featured Images by Supreme Spring/Summer 2016 lookbook and preview