Supreme

Supreme - in the truest sense of the word

Anyone who, as a young entrepreneur from abroad, does not create a label for skateboarders in any lower city as a New York City and already gives them an "excellent" brand name with "Supreme", deserves that the company name is taken into account. Since its foundation in 1994 by the British James Jebbia, the popularity of the casual streetwear has not only lost nothing in the initial euphoria among their customers. In the meantime, the label around the globe enjoys the highest popularity, and those who do not make it in a total of 14 own shops on a total of three continents are looking for their textile favorites with the red and white logo in other shops or online. Which is not always easy.

Welcome in the Flatland

You have to come up with this idea: If you wanted to look at James James Jebbia's range of clothing in Manhattan up close, you did not have to descend with an "Ollie" into the shop or descend from his board: a specially created ramp was also called Skater and not just too Foot welcome. Did this lay one of the foundations for the success of Supreme? How does it happen that before the regular market launch of new goods every Thursday in Europe and America and every Saturday in Asia, countless mostly young, but always fashion -conscious fans open their night camp in front of the shop doors the evening before not to go empty? In the figurative, they even buy the cat in the sack. Because nothing previously penetrates whether it will be a cool hoodie, a sporty winter jacket or one of the particularly popular T-shirts in boxing logo design. But the cat only applies to the type of garment. Label and quality are guaranteed-and that's enough for the supreme fans.

Against the market law

Basically, it is a circulation that most companies comply with: grows the demand for newly launched clothing, their productions are increased and sales and profits are increased accordingly. Not so with Supreme: If the demand for newly launched clothing, your productions are set. The result: the exclusivity remains, the desire is growing. Through this almost impossible prospect of acquiring one of the coveted supreme articles, fans of the brand are happy about everything they can take at their home-which in turn enables the company to design unconventional textiles and easily subversive To maintain image: a circulation that other companies should also take a look at ...?

At least the initially unusual business strategy has led to a small streetwear label with a target group of young and usually less wealthy customers after almost 30 years of its existence can record an official brand value of $ 1 billion.

Supreme uses his status as a fashion label known worldwide not only for his own, but also good purposes. For example, the brand supported the Japanese Red Cross with the total proceeds for its popular Brooklyn Box-Logo-T-Shirt 2017 Hurricane victims on Puerto Rico and six years earlier with the revenue for another cool top.

From skater kid to fashion star

Despite its originality, Supreme does not cooperate with other large brand names such as "The North Face", "Stone Island" or even "Louis Vuitton". Cult logos such as Kermit, the frog or pictures of idols like Mike Tyson or Kate Moss were also shaped on individual textiles. Like the football jersey of the favorite team, Skater-Kids show that they belong, they identify with other supreme carriers, they know the culture, the style, the trend behind the logo in red and white. 

However, you do not have to be a minor or a pronounced fan in order to treat yourself to something extensive from Supreme from time to time, despite regular production settings. Because there may be fewer supreme articles worldwide than supreme fans, there are sufficient outer clothing, hats, gloves and shorts as well as numerous other clothing and accessories and from time to time even unusual items such as cool hibernation. However, they shouldn't wait too long. Otherwise the right socks for the shoes are no longer available. And that would be a shame. Because it didn't just rub on the feet. Even a cult would pass to a that should be paid homage to at least once. Repetition acts not excluded.