Empire Skate

When Supreme opened its doors in Lower Manhattan in 1994, it wasn't a brand. It was a space - a skate shop, an unofficial clubhouse for downtown New York kids who found identity in the city's raw streets and a sport still considered counterculture.

What followed is one of the great business stories in American history: a grassroots cultural movement that transformed into a global powerhouse, all without a traditional blueprint. From a business perspective, it's a case study in organic brand building, scarcity marketing, and cultural capital - completely unique in how it leveraged authenticity over advertising.

Now, filmmaker Josh Swade brings that story to life with "Empire Skate," a visceral ESPN "30 for 30" documentary that explores how a skate shop helped spark a global fashion and cultural revolution.

Empire Skate is a magical journey back to a gritty and glorious chapter of New York City history, when skateboarding exploded across the five boroughs with fearless creativity and raw energy. The soundtrack... wow! The archival footage is also jaw-dropping - capturing the style, defiance, and soul of a generation that redefined the sport on their own terms. And for those who are interested in streetwear and the origin story of Supreme, this is a must watch. With New York as a palpable character, the film is a vivid, exhilarating portrait of culture, rebellion, and community - and a powerful, must-watch addition to the 30 for 30 franchise.