Supreme: From Skate Shop to Streetwear Icon

🛹 Origins in the Heart of NYC

Supreme was born in April 1994 in the gritty, creative streets of SoHo, Manhattan. Founded by James Jebbia—an English-born entrepreneur who had previously worked with Stüssy—the brand started as a modest skate shop designed to serve New York City's burgeoning skateboarding scene. The store was laid out with skaters in mind: open floor space for skating, minimalistic decor, and a vibe that welcomed artists, musicians, and rebellious youth.

Jebbia’s vision was clear: create a space that felt authentic to the culture, not just a place to sell clothes. Supreme quickly became a hangout for local skaters and creatives, and its now-iconic red box logo (inspired by Barbara Kruger’s art) began appearing on hoodies, tees, and caps—items that would later become collector’s gold.

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🔥 What Made Supreme Supreme

Supreme’s rise wasn’t just about cool clothes—it was about culture. Here’s what set it apart:

• Scarcity & Hype: Supreme pioneered the “drop” model—releasing limited items every Thursday. This created a frenzy, with lines wrapping around blocks and resale prices skyrocketing.

• Collaborations: Supreme blurred the lines between skatewear and high fashion. Collaborations with brands like Louis Vuitton, Nike, The North Face, and Comme des Garçons elevated its status from niche to luxury.

• Artistic Influence: The brand frequently incorporated art into its designs, featuring works by artists like Damien Hirst, Takashi Murakami, and Jean-Michel Basquiat.

• Cultural Relevance: Supreme became a symbol of youth rebellion and authenticity. Worn by skaters, rappers, and celebrities alike—from Tyler, The Creator to Kanye West—it transcended its skateboarding roots.

🏆 Skateboarding Legacy & Sponsorships

Though Supreme evolved into a fashion powerhouse, skateboarding remained at its core. The brand has sponsored a long list of influential skaters over the years, including:

• Original Team: Ryan Hickey, Justin Pierce, Gio Estevez, Paul Leung, Chris Keefe, Jones Keefe, Peter Bici, and Mike Hernandez.

• Later Icons: Mark Gonzales, Jason Dill, Tyshawn Jones, Sage Elsesser, Beatrice Domond, and Yuto Horigome.

• International Expansion: With stores in Tokyo, Paris, and London, Supreme also built regional skate teams, further embedding itself into global skate culture.

Their skate videos—like “Blessed” and “Cherry”—are critically acclaimed, blending raw street skating with cinematic flair.

📈 Where Supreme Stands Today

Supreme’s journey has been marked by major business moves:

• In 2020, VF Corporation (owner of Vans and The North Face) acquired Supreme for $2.1 billion.

• In 2024, it was sold to EssilorLuxottica, the parent company of Ray-Ban, for $1.5 billion.

• Despite corporate ownership, James Jebbia remains at the helm, ensuring the brand retains its original ethos.

Today, Supreme continues to release seasonal collections, collaborate with artists and brands, and maintain its cult-like following. Its stores—now in cities like Los Angeles, London, Paris, Tokyo, and Milan—still attract massive crowds on drop days.

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"HEADBANGER" (2025)

PIGGY (2023)

INFERNO : THE COMPLETE SUPREME COLLECTION

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