Hundreds of websites, forums and social media pages are devoted to discussing the brand and its launches, while a controversial secondary market has sprung up around it. The Supreme empire now spans 10 stores around the world: New York, Los Angeles, London and Paris, as well as six in Japan. Launched in New York in 1994 as a small underground skate shop by publicity-shy James Jebbia, a British-born, US-based skateboarder, it has quietly evolved from an insider secret to a mysterious holy grail of cool cachet among skaters, streetwear fans and international fashion followers alike – its typographical bold red logo is instantly recognisable. With its headline-grabbing collaborations, cult-like following and consistent sell-out products, Supreme might be one of the biggest brands in the world right now. Collaborations within fashion, pop culture and celebrities set the bar for the rest of the fashion world.“Cool” cult status created though a lack of engagement with mainstream media channels and trade shows.Control of supply with limited drops of product for which there is huge global demand.
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