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Supreme (brand)

January 19, 2024

Supreme (səˈpriːm) is an American clothing and skateboarding lifestyle brand established in New York City in April 1994. Supreme is recognized for its influence on streetwear culture, with products that cater to skateboarding and urban fashion trends. The company makes skateboards in addition to clothing and accessories. The red box logo with "Supreme" in white Futura Heavy Oblique is thought to be largely based on Barbara Kruger's art.[3] VF Corporation, a US-based apparel and footwear company, bought Supreme for $2.1 billion in December 2020.[4]

Supreme
TypeSubsidiary
Industryclothing industry 
Founded1994; 30 years ago (1994)
FounderJames Jebbia (Founder & CEO)
Headquarters
New York City
,
U.S.
Number of locations
16
ProductsClothing, shoes, accessories, skateboards
Revenue US$523.1 million (2023)
US$64.8 million (2023)
ParentVF Corporation
Websitesupreme.com
Footnotes / references
[1][2]

History edit

The brand was founded by James Jebbia in 1994. During the formation of the brand, Jebbia was given a book about Barbara Kruger as inspiration for the logo. Kruger's art inspired the red box logo with "Supreme" in white Futura Heavy Oblique, and Supreme later released unlicensed remixes with popular artists and brands such as Jackson Pollock and Coca-Cola.[5][6]

The first Supreme store opened in an old office space on Lafayette Street in Lower Manhattan in April 1994.[7][8] It was designed with skaters in mind, featuring a layout that accommodates skateboarding and a selection of clothes arranged around the store's perimeter.[5] This store had its core group of skaters who served as its team,[5] including late actors Justin Pierce and Harold Hunter, and the first employees were extras from the Larry Clark film Kids. Jebbia explained that he opened Supreme in Lower Manhattan because at the time there was nowhere else to buy skate products in the area.[9]

In 2004, a second location was opened on North Fairfax Ave in Los Angeles, California, which is nearly double the size of the original New York City store.[10] Other locations include London; which opened in September 2011, Paris; which opened in 2016, Tokyo (Harajuku, Daikanyama and Shibuya), Nagoya, Osaka, and Fukuoka.[1] The additional locations emulate the original Lafayette Street store's design.[8][9]

On October 6, 2017, James Jebbia confirmed that the label had sold a significant stake in the company of roughly 50% (around $500 million) to private equity firm The Carlyle Group.[11][12] On February 25, 2019, Supreme moved their original Manhattan location.[citation needed]

In 2019, a collection of every Supreme deck ever produced sold for $800,000 at a Sotheby's auction.[13][14]

In November 2020, VF Corporation announced that they agreed to buy Supreme in an all cash deal for US$2.1 billion.[4] VF Corporation bought out the investors Carlyle Group and Goode Partners LLC, as well as founder James Jebbia. According to VF, Jebbia will continue to manage the business.[15]

Skate teams edit

The original Supreme skate team consisted of Ryan Hickey, Justin Pierce, Gio Estevez, Paul Leung, Chris Keefe, Jones Keefe, Peter Bici, and Mike Hernandez. Other pro skaters, such as Harold Hunter and Jeff Pang, became associates of the company due to Supreme's roots within New York City's skate culture. The skate team as of 2023 includes Aidan Mackey, Brian Anderson, Ben Kadow, Jason Dill, Sean Pablo, Tyshawn Jones, Mark Gonzales, Kader Sylla, Sage Elsesser, Rowan Zorilla, Seven Strong, Troy Gipson, Vince Touzery, Caleb Barnett, Yuto Horigome, Nik Stain, Kevin Rodrigues, and Beatrice Domond.[16][8]

Following the Paris store opening in 2016, Supreme also formed a French skate team that includes Dayanne Akadiri, Manuel Schenck, Lucien Momy, Dadoum Chabane, Damien Bulle, Victor Demonte, Valentin Jutant and Samir Krim.[17]

Trademarks edit

Supreme has been granted trademarks in many countries within North America, Europe and Asia.[18] In 2018, Supreme lost a lawsuit in an Italian court,[19] and the European Union refused to register its trademark,[20] so "Supreme" branded items not licensed, approved, or manufactured by Supreme could be sold in Italy and Spain.[21] The Supreme brand is popular in China and Japan.[22][23] Samsung was able to sign a promotion agreement with a fake Supreme brand in China.[24][25]

In November 2019, an appellate court of the European Union Intellectual Property Office (EUIPO) found that Supreme's brand is distinct and eligible for an EU trademark. "It has been widely demonstrated that the sign is used as a brand and in some cases seen as 'cult' in the field of streetwear", the court said.[18][26] On August 27, 2020, EUIPO granted Supreme a Europe-wide trademark for bags, clothing and retail stores.[27][28]

Marketing and awards edit

Supreme stocks its own clothing label, as well as other skateboard brands such as Vans, Nike SB, Spitfire Wheels, and Thrasher.[29] Supreme releases two collections each year. Instead of offering the entire line at once, the brand releases a few pieces online and in-store from the current season's collection every Thursday.[9] According to James Jebbia, Supreme's production runs are limited, not to create exclusivity, but to avoid surplus inventory of unpopular items.[5]

Fashion photographer Terry Richardson has produced some of the brand's most notable photographs, including of Michael Jordan, Kermit the Frog,[30] Three 6 Mafia, Lou Reed, Lady Gaga, Neil Young,[31] Gucci Mane, Nas, and Morrissey.

William "Bill" Strobeck serves as Supreme's main filmer, and has created several web edits for the brand such as Joyride (2014),[32] Swoosh (2015),[33] and King Puppy (2016).[34] Strobeck has also filmed and directed both of Supreme's full-length films - cherry (2014) and BLESSED (2018).[35][36]

In 2018, Supreme was awarded the Council of Fashion Designers of America's Menswear Designer of the Year Award.[8]

Collaborators edit

Supreme has engaged in various high-profile collaborations that have expanded its reach beyond the skateboarding community. Notably, its collaboration with Louis Vuitton in 2017[37] resulted in a menswear collection that blended streetwear with luxury fashion, receiving significant attention in the fashion industry. Another notable collaboration was with artist Takashi Murakami in 2020, where a special edition product raised $1 million for COVID-19 pandemic relief efforts.[38]

The brand's collaborations often merge streetwear with other cultural elements, exemplified by its partnership with Yohji Yamamoto in late 2020, where the collection featured Yamamoto's avant-garde tailoring fused with Supreme's urban aesthetic. A subsequent collaboration in 2022 further highlighted this blend, incorporating graphics and designs from the Tekken video game series.[39][40]

References edit

  1. ^ a b Hine, Samuel (August 21, 2023). "Supreme's New Era Takes Shape in Seoul". GQ. Retrieved November 28, 2023.
  2. ^ Kelly, Dylan (June 12, 2023). "Supreme Reports Decreased Revenue in Financial Year Ending March 2023". Hypebeast. Retrieved November 28, 2023.
  3. ^ graphéine, Tiphaine (January 19, 2022). "Barbara Kruger/Supreme: who's hijacking whom?". Graphéine - Agence de communication Paris Lyon. Retrieved October 30, 2023.
  4. ^ a b "VF to Buy Supreme for $2.1 Billion to Boost Apparel Brands". Bloomberg.com. November 9, 2020. Retrieved November 9, 2020.
  5. ^ a b c d "50 Things You Didn't Know About Supreme". Complex. Retrieved November 16, 2017.
  6. ^ "Here's Everything You Need to Know About the Supreme Box Logo". Highsnobiety. January 15, 2018. Retrieved August 9, 2023 – via YouTube.
  7. ^ Chaplin, Julia (October 3, 1999). "PULSE: LAFAYETTE STREET; 'Kids' Welcome, Dress: Baggy". The New York Times. Retrieved January 6, 2024.
  8. ^ a b c d Smith, Jonathan (November 16, 2018). "Almost 25 Years Later, Supreme Is Still a Skate Shop". Vice. Retrieved October 4, 2023.
  9. ^ a b c Sullivan, Robert. "Charting the Rise of Supreme, From Cult Skate Shop to Fashion Superpower". Vogue. Retrieved May 25, 2018.
  10. ^ Abrams, Micah (April 16, 2006). "Into L.A.'s Deli Land, Enter the Skaters". The New York Times. Retrieved September 29, 2012.
  11. ^ "BoF Exclusive – Supreme Confirms Investment From Carlyle Group". October 6, 2017. Retrieved November 16, 2017.
  12. ^ "How Supreme Grew a $1 Billion Business with a Secret Partner". October 10, 2017. Retrieved November 16, 2017.
  13. ^ Frank, Robert (January 29, 2019). "Skateboard deck collection sells for a record $800,000". CNBC. Retrieved May 21, 2021.
  14. ^ Neuendorf, Henri (February 11, 2019). "Meet the 17-Year-Old Collector Who Bought $800,000 Worth of Supreme Skateboard Decks at Sotheby's". Artnet News. Retrieved May 21, 2021.
  15. ^ Sebastian, Dave (November 9, 2020). "Supreme Streetwear Brand Sold to VF in $2.1 Billion Deal". Wall Street Journal. ISSN 0099-9660. Retrieved May 21, 2021.
  16. ^ "Everything You Need To Know About Supreme (2019)". shredzshop.com. Shredz Shop. Retrieved June 24, 2021.
  17. ^ "Meet Supreme's French Team". i-d.vice.com. Vice. Retrieved June 24, 2021.
  18. ^ a b Clark, van (May 5, 2020). "Supreme Secures Chinese Trademark". Women's Wear Daily. Retrieved May 12, 2020.
  19. ^ "Supreme Loses Counterfeit Case in Italy". HYPEBEAST.
  20. ^ "Europen [sic] Union refuses to register Supreme as trademark". nss magazine.
  21. ^ "Italian Court Rules Against Supreme in Counterfeit Case". Supreme California. August 2, 2018. Retrieved May 24, 2019.
  22. ^ "Supreme streetwear (including fakes) takes China by storm". South China Morning Post. September 26, 2018. Retrieved October 20, 2019.
  23. ^ "That Time James Jebbia Gave a Rare Interview and Talked About Supreme's History and Its Popularity in Japan". Complex. Retrieved January 11, 2020.
  24. ^ Etienne, Stefan (December 10, 2018). "Samsung angers hypebeasts by partnering with fake Supreme brand in China". The Verge. Retrieved May 24, 2019.
  25. ^ Meek, Andy (December 10, 2018). "Samsung teams up with a fake, knock-off brand of Supreme to make products in China". BGR. Retrieved May 24, 2019.
  26. ^ Turra, Alessandra (July 20, 2020). "Supreme to Enter the Milan Retail Arena". Women's Wear Daily (WWD). Retrieved August 4, 2020.
  27. ^ Editorial Staff (December 9, 2020). "Supreme sweeps the fake table. The US trademark obtains registration in the EU". Pambianco News. Retrieved December 9, 2020.
  28. ^ Bittau, Laura (December 3, 2020). "Supreme obtains registration in the EU". MF Fashion News. Retrieved December 9, 2020.
  29. ^ Bahney, Anna (October 31, 2003). "Get 'Em While They're Cool: Footwear for the Few". The New York Times. Retrieved September 29, 2012.
  30. ^ "Terry Richardson x Supreme x Kermit the Frog". February 29, 2008. Retrieved April 22, 2015.
  31. ^ Cardiner, Brock (October 13, 2014). "Supreme Fall/Winter 2014 Editorial by Terry Richardson for SENSE Magazine". High Snobiety. Retrieved April 21, 2015.
  32. ^ Strobeck, William. "JOYRIDE". YouTube. Archived from the original on November 18, 2021. Retrieved June 25, 2021.
  33. ^ Strobeck, William. "SWOOSH". YouTube. Archived from the original on November 18, 2021. Retrieved June 25, 2021.
  34. ^ Strobeck, William. "KING PUPPY". YouTube. Archived from the original on November 18, 2021. Retrieved June 25, 2021.
  35. ^ Mehring, Jonathan. "The Making of "cherry"". Thrasher Magazine. Retrieved June 25, 2021.
  36. ^ "Bill Strobeck Talks "BLESSED" & Supreme Announces Release Date". Skate News Wire (Press release). 48 Blocks Media. November 13, 2018. Retrieved June 25, 2021.
  37. ^ "Here's Every Piece From the Supreme x Louis Vuitton Collection". Highsnobiety. June 29, 2017. Retrieved March 27, 2021.
  38. ^ Wolf, Cam (April 21, 2020). "Supreme Is Releasing a Box-Logo T-Shirt to Help in the Coronavirus Fight". GQ. Retrieved November 27, 2020.
  39. ^ "Supreme Is Far From Over, the Yohji Yamamoto Collab Proves It". Highsnobiety. September 17, 2020. Retrieved October 24, 2022.
  40. ^ "Yohji Yamamoto's Supreme Collaboration Is a Long Time Coming". HYPEBEAST. September 16, 2020. Retrieved October 24, 2022.

External links edit

  • Official website  

January 19, 2024
supreme, brand, supreme, səˈpriːm, american, clothing, skateboarding, lifestyle, brand, established, york, city, april, 1994, supreme, recognized, influence, streetwear, culture, with, products, that, cater, skateboarding, urban, fashion, trends, company, make. Supreme seˈpriːm is an American clothing and skateboarding lifestyle brand established in New York City in April 1994 Supreme is recognized for its influence on streetwear culture with products that cater to skateboarding and urban fashion trends The company makes skateboards in addition to clothing and accessories The red box logo with Supreme in white Futura Heavy Oblique is thought to be largely based on Barbara Kruger s art 3 VF Corporation a US based apparel and footwear company bought Supreme for 2 1 billion in December 2020 4 SupremeTypeSubsidiaryIndustryclothing industry Founded1994 30 years ago 1994 FounderJames Jebbia Founder amp CEO HeadquartersNew York City U S Number of locations16ProductsClothing shoes accessories skateboardsRevenueUS 523 1 million 2023 Net incomeUS 64 8 million 2023 ParentVF CorporationWebsitesupreme wbr comFootnotes references 1 2 Contents 1 History 2 Skate teams 3 Trademarks 4 Marketing and awards 5 Collaborators 6 References 7 External linksHistory editThe brand was founded by James Jebbia in 1994 During the formation of the brand Jebbia was given a book about Barbara Kruger as inspiration for the logo Kruger s art inspired the red box logo with Supreme in white Futura Heavy Oblique and Supreme later released unlicensed remixes with popular artists and brands such as Jackson Pollock and Coca Cola 5 6 The first Supreme store opened in an old office space on Lafayette Street in Lower Manhattan in April 1994 7 8 It was designed with skaters in mind featuring a layout that accommodates skateboarding and a selection of clothes arranged around the store s perimeter 5 This store had its core group of skaters who served as its team 5 including late actors Justin Pierce and Harold Hunter and the first employees were extras from the Larry Clark film Kids Jebbia explained that he opened Supreme in Lower Manhattan because at the time there was nowhere else to buy skate products in the area 9 In 2004 a second location was opened on North Fairfax Ave in Los Angeles California which is nearly double the size of the original New York City store 10 Other locations include London which opened in September 2011 Paris which opened in 2016 Tokyo Harajuku Daikanyama and Shibuya Nagoya Osaka and Fukuoka 1 The additional locations emulate the original Lafayette Street store s design 8 9 On October 6 2017 James Jebbia confirmed that the label had sold a significant stake in the company of roughly 50 around 500 million to private equity firm The Carlyle Group 11 12 On February 25 2019 Supreme moved their original Manhattan location citation needed In 2019 a collection of every Supreme deck ever produced sold for 800 000 at a Sotheby s auction 13 14 In November 2020 VF Corporation announced that they agreed to buy Supreme in an all cash deal for US 2 1 billion 4 VF Corporation bought out the investors Carlyle Group and Goode Partners LLC as well as founder James Jebbia According to VF Jebbia will continue to manage the business 15 Skate teams editThe original Supreme skate team consisted of Ryan Hickey Justin Pierce Gio Estevez Paul Leung Chris Keefe Jones Keefe Peter Bici and Mike Hernandez Other pro skaters such as Harold Hunter and Jeff Pang became associates of the company due to Supreme s roots within New York City s skate culture The skate team as of 2023 includes Aidan Mackey Brian Anderson Ben Kadow Jason Dill Sean Pablo Tyshawn Jones Mark Gonzales Kader Sylla Sage Elsesser Rowan Zorilla Seven Strong Troy Gipson Vince Touzery Caleb Barnett Yuto Horigome Nik Stain Kevin Rodrigues and Beatrice Domond 16 8 Following the Paris store opening in 2016 Supreme also formed a French skate team that includes Dayanne Akadiri Manuel Schenck Lucien Momy Dadoum Chabane Damien Bulle Victor Demonte Valentin Jutant and Samir Krim 17 Trademarks editSupreme has been granted trademarks in many countries within North America Europe and Asia 18 In 2018 Supreme lost a lawsuit in an Italian court 19 and the European Union refused to register its trademark 20 so Supreme branded items not licensed approved or manufactured by Supreme could be sold in Italy and Spain 21 The Supreme brand is popular in China and Japan 22 23 Samsung was able to sign a promotion agreement with a fake Supreme brand in China 24 25 In November 2019 an appellate court of the European Union Intellectual Property Office EUIPO found that Supreme s brand is distinct and eligible for an EU trademark It has been widely demonstrated that the sign is used as a brand and in some cases seen as cult in the field of streetwear the court said 18 26 On August 27 2020 EUIPO granted Supreme a Europe wide trademark for bags clothing and retail stores 27 28 Marketing and awards editSupreme stocks its own clothing label as well as other skateboard brands such as Vans Nike SB Spitfire Wheels and Thrasher 29 Supreme releases two collections each year Instead of offering the entire line at once the brand releases a few pieces online and in store from the current season s collection every Thursday 9 According to James Jebbia Supreme s production runs are limited not to create exclusivity but to avoid surplus inventory of unpopular items 5 Fashion photographer Terry Richardson has produced some of the brand s most notable photographs including of Michael Jordan Kermit the Frog 30 Three 6 Mafia Lou Reed Lady Gaga Neil Young 31 Gucci Mane Nas and Morrissey William Bill Strobeck serves as Supreme s main filmer and has created several web edits for the brand such as Joyride 2014 32 Swoosh 2015 33 and King Puppy 2016 34 Strobeck has also filmed and directed both of Supreme s full length films cherry 2014 and BLESSED 2018 35 36 In 2018 Supreme was awarded the Council of Fashion Designers of America s Menswear Designer of the Year Award 8 Collaborators editSupreme has engaged in various high profile collaborations that have expanded its reach beyond the skateboarding community Notably its collaboration with Louis Vuitton in 2017 37 resulted in a menswear collection that blended streetwear with luxury fashion receiving significant attention in the fashion industry Another notable collaboration was with artist Takashi Murakami in 2020 where a special edition product raised 1 million for COVID 19 pandemic relief efforts 38 The brand s collaborations often merge streetwear with other cultural elements exemplified by its partnership with Yohji Yamamoto in late 2020 where the collection featured Yamamoto s avant garde tailoring fused with Supreme s urban aesthetic A subsequent collaboration in 2022 further highlighted this blend incorporating graphics and designs from the Tekken video game series 39 40 References edit a b Hine Samuel August 21 2023 Supreme s New Era Takes Shape in Seoul GQ Retrieved November 28 2023 Kelly Dylan June 12 2023 Supreme Reports Decreased Revenue in Financial Year Ending March 2023 Hypebeast Retrieved November 28 2023 grapheine Tiphaine January 19 2022 Barbara Kruger Supreme who s hijacking whom Grapheine Agence de communication Paris Lyon Retrieved October 30 2023 a b VF to Buy Supreme for 2 1 Billion to Boost Apparel Brands Bloomberg com November 9 2020 Retrieved November 9 2020 a b c d 50 Things You Didn t Know About Supreme Complex Retrieved November 16 2017 Here s Everything You Need to Know About the Supreme Box Logo Highsnobiety January 15 2018 Retrieved August 9 2023 via YouTube Chaplin Julia October 3 1999 PULSE LAFAYETTE STREET Kids Welcome Dress Baggy The New York Times Retrieved January 6 2024 a b c d Smith Jonathan November 16 2018 Almost 25 Years Later Supreme Is Still a Skate Shop Vice Retrieved October 4 2023 a b c Sullivan Robert Charting the Rise of Supreme From Cult Skate Shop to Fashion Superpower Vogue Retrieved May 25 2018 Abrams Micah April 16 2006 Into L A s Deli Land Enter the Skaters The New York Times Retrieved September 29 2012 BoF Exclusive Supreme Confirms Investment From Carlyle Group October 6 2017 Retrieved November 16 2017 How Supreme Grew a 1 Billion Business with a Secret Partner October 10 2017 Retrieved November 16 2017 Frank Robert January 29 2019 Skateboard deck collection sells for a record 800 000 CNBC Retrieved May 21 2021 Neuendorf Henri February 11 2019 Meet the 17 Year Old Collector Who Bought 800 000 Worth of Supreme Skateboard Decks at Sotheby s Artnet News Retrieved May 21 2021 Sebastian Dave November 9 2020 Supreme Streetwear Brand Sold to VF in 2 1 Billion Deal Wall Street Journal ISSN 0099 9660 Retrieved May 21 2021 Everything You Need To Know About Supreme 2019 shredzshop com Shredz Shop Retrieved June 24 2021 Meet Supreme s French Team i d vice com Vice Retrieved June 24 2021 a b Clark van May 5 2020 Supreme Secures Chinese Trademark Women s Wear Daily Retrieved May 12 2020 Supreme Loses Counterfeit Case in Italy HYPEBEAST Europen sic Union refuses to register Supreme as trademark nss magazine Italian Court Rules Against Supreme in Counterfeit Case Supreme California August 2 2018 Retrieved May 24 2019 Supreme streetwear including fakes takes China by storm South China Morning Post September 26 2018 Retrieved October 20 2019 That Time James Jebbia Gave a Rare Interview and Talked About Supreme s History and Its Popularity in Japan Complex Retrieved January 11 2020 Etienne Stefan December 10 2018 Samsung angers hypebeasts by partnering with fake Supreme brand in China The Verge Retrieved May 24 2019 Meek Andy December 10 2018 Samsung teams up with a fake knock off brand of Supreme to make products in China BGR Retrieved May 24 2019 Turra Alessandra July 20 2020 Supreme to Enter the Milan Retail Arena Women s Wear Daily WWD Retrieved August 4 2020 Editorial Staff December 9 2020 Supreme sweeps the fake table The US trademark obtains registration in the EU Pambianco News Retrieved December 9 2020 Bittau Laura December 3 2020 Supreme obtains registration in the EU MF Fashion News Retrieved December 9 2020 Bahney Anna October 31 2003 Get Em While They re Cool Footwear for the Few The New York Times Retrieved September 29 2012 Terry Richardson x Supreme x Kermit the Frog February 29 2008 Retrieved April 22 2015 Cardiner Brock October 13 2014 Supreme Fall Winter 2014 Editorial by Terry Richardson for SENSE Magazine High Snobiety Retrieved April 21 2015 Strobeck William JOYRIDE YouTube Archived from the original on November 18 2021 Retrieved June 25 2021 Strobeck William SWOOSH YouTube Archived from the original on November 18 2021 Retrieved June 25 2021 Strobeck William KING PUPPY YouTube Archived from the original on November 18 2021 Retrieved June 25 2021 Mehring Jonathan The Making of cherry Thrasher Magazine Retrieved June 25 2021 Bill Strobeck Talks BLESSED amp Supreme Announces Release Date Skate News Wire Press release 48 Blocks Media November 13 2018 Retrieved June 25 2021 Here s Every Piece From the Supreme x Louis Vuitton Collection Highsnobiety June 29 2017 Retrieved March 27 2021 Wolf Cam April 21 2020 Supreme Is Releasing a Box Logo T Shirt to Help in the Coronavirus Fight GQ Retrieved November 27 2020 Supreme Is Far From Over the Yohji Yamamoto Collab Proves It Highsnobiety September 17 2020 Retrieved October 24 2022 Yohji Yamamoto s Supreme Collaboration Is a Long Time Coming HYPEBEAST September 16 2020 Retrieved October 24 2022 External links editOfficial website nbsp Retrieved from https en wikipedia org w index php title Supreme brand amp oldid 1194046646, wikipedia, wiki, book, books, library,

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