After helping his friend Shawn Stüssy open the first Stüssy store in New York, James Jebbia set out to develop his own open-minded vision of skatewear in 1994. He opened a small skate shop on a quiet street in SoHo next to some secluded antique stores. The company has since come a long way from its humble beginnings on Lafayette Street. Supreme’s collaborations with brands across the fashion spectrum, from Japanese label Comme des Garçons to luxury brand Louis Vuitton, reflects its cross-cultural status in society today.
The brand’s product catalogue began with a few simple cotton t-shirts and hoodies. Next came the camp cap. Initially released in only black and camo, the fitted cap bore the classic Supreme box logo and catered to customers’ desire for something familiar, yet unique. The simple 5-panel headwear grew into a timeless staple of the brand’s streetwear collection. I like the solid-coloured black variant which keeps things subtle, yet still leans on the heritage of the brand.
Supreme keeps advertising to a minimum and even when it does advertise, it typically features skaters who are real friends of the brand. Its authenticity and alacrity is a whiff of fresh air amidst the mercenary enterprises of today’s fashion industry.
I like a few things 