Why SUPREME Isn’t Cool Anymore, Not That Anyone Cares | “…. most people who wear Supreme today have never been on a skateboard.”
Supreme NYC is a strange thing. Still worn by the coolest skaters like Jason Dill, Tyshawn Jones, etc. but maybe not worn by any real skaters that have to pay retail for it. Those paying are more along the lines of re-sellers or “off-duty models” or worse… “influencers.” Equally respected and vilified the brand still does some really cool shit. Not long ago there was an in-depth profile into founder James Jebbia and the “Rise of Supreme” who has kept the money printing machine privately owned despite massive growth since the 90’s and seems as level headed as ever. So who really knows what Supreme is at this point. One things for sure we know where they make all their money these days and it’s not from skaters.
Here’s a cool piece from Style Zeitgeist magazine looking into it from the fashion side of things.
“When Supreme started making clothes in 1994, its ethos was crystal clear. It was a downtown skate brand for downtown skaters. The clothes were made for the cool kids by the cool kids, and you had to know about it to know about it. Supreme’s reputation traveled by word of mouth, the most reliable marker of a brand’s street cred. Like much of cult phenomena, it was a kind of a secret handshake, a signifier of belonging to a certain group.”