ss 23
ABOUT est 2023
Issue 22 SUPREME
CULTURALSociety CAPTURE
supreme world represented by James Jebbia WWW.SUPREME.COM
Supreme
supremeworld
COVER /001
MISSION /002
BRANDMARK /003
LOOKBOOK /004
FOUNDER /021
page 2
JEBBIA
THE CREATION
Of Supreme
Supreme always had aspi-
rations to sit alongside the
world’s finest luxury brands
(a 1995 article in Vogue drew
comparisons to Chanel) and
that aesthetic has been ev-
er-present in its ‘homages’ to
some of Europe’s most presti-
gious fashion houses over the
years.
page 3
Supreme
WAY
“ copyright laws being something most streetwear brands during the
‘90s worried little about. “Nobody cared about sending you a cease-and-desist.
If it happened, you just dealt with it. It wasn’t till 2004 or 2005 that James was get-
ting tired of dealing with it, and that’s how collaborations properly came about.
”
OWN
YOUR
DRESS
page 4
““
Travis Scoot
X Supreme
Shortly after releasing Astroworld,
Travis Scott announced that he’d be going
on tour. After recognizing the opportuni-
ty that exclusive merch presented based
on his earlier release, Scott released ex-
clusive merchandise for each show, often-
times making that show location the only
place you could pick up a specific t-shirt
Since adding Travis Scott Merch
to StockX, it’s become one of the big-
gest streetwear brands on the market.
The Highest In The Room merchan-
dise that released last fall has outsold
most Supreme drops in the last year, and
it doesn’t appear to be slowing down.
Scott has collaborated with Nike
and Jordan several times in the last
eighteen months, releasing apparel
on most occasions, and recently col-
laborated with Fortnite on a num-
ber of apparel and collectible items
page 5
Supreme
TYLER THE
CREATOR X
SUPREME
S
kate gear and streetwear has been fully ab-
sorbed by the luxury establishment, too, and
the types of surprising and ambitious collabo-
rations that Supreme does better than anyone
else are an accepted part of fashion’s commercial
logic. As Emory told me in Paris last June, “Every
fashion brand is trying to do what ’Preme’s been do-
ing for 30 years.” Emory was, somewhat ironically,
in town for Supreme’s first-ever Paris Fashion Week
party. Last month, the brand became the latest in a
long line of brands to throw a party at the Chateau
Marmont, the infamous LA venue of choice for lux-
ury labels looking to rub shoulders in Hollywood.
while the passionate devotion of their customers has
brought it into the conversation with both teenag-
ers at skateboard parks and the front rows of high
fashion—with Paris in particular swooning over Su-
preme’s collaboration this fall with Louis Vuitton.
www.gq.com
Tyer The creator represent
page 6
““
CU LTURALISM
GROW UP...... FOUNDER..... PREME...
Anyone even remote- Supreme now has a pub- Skate gear and street-
ly interested in mens- lic-facing creative direc- wear has been fully
wear has experienced the tor in Denim Tears de- absorbed by the lux-
unique and often con- signer Tremaine Emory, ury establishment,
founding experience of who started early last year too, and the types of
trying to purchase some- surprising and ambi-
thing from Supreme. tious collaborations
EXPERIENCE... DROPPING..... BRANDING....
Like many other young Thursday morning be- Last month, the brand
men before and after me, I fore new products hit the became the latest in a
loved every second of the shelves, have also largely long line of brands to
experience. The Supreme faded away—most Su- throw a party at the
business model was frus- preme stores now feature Chateau Marmont, the
trating, but it was also bril- a lottery-based queue- infamous LA venue of
liant at breeding obses- ing system for drop days choice for luxury labels
sion: the more you wanted looking to rub shoul-
something, the harder ders in Hollywood.
it was to actually buy it.
INCREASING... LANDING....
THE NORTHFACE...
if Supreme is now arm- Supreme marked what is
A little over two years
in-arm with the wider essentially Christmas for
since Supreme was ac-
apparel establishment, its most hardcore fans,
quired by The North
it’s in no small part be- collectors, and resellers
Face parent company
cause the once-scrap-
VF for $2.1 billion, the
py skate shop rewrote
New York label has start-
the rules of the game
ed to resemble some-
thing that was once ba-
sically unimaginable: a
regular fashion brand. FOR THE CUS- According to Supercop, Supreme’s best de-
SUPERCOP...
TOMERS, SOME- fense hasn’t just been technological. “People
THINGS WILL are much less likely to impulse buy a bot now
NEVER CHANGE that Supreme has sold out and is producing
much larger quantities of goods,” the compa-
ny said in its statement.
page 7
Supreme
GOT WHEELS
SUPREME SKATERS
SKLEP 24
I always really liked what
was coming out of the
skate world,” Jebbia says. “It
was less commercial—it had
more edge and more fuck-
you type stuff.” So he decided
to open his own skate shop
on Lafayette Street. Lafayette
was then a relatively qui-
et strip of antiques stores, a
firehouse, and a machinist.
page 8
““
The list of artists who have
worked with Supreme over
the last two decades could fill
a gallery space: Christopher
Wool, Jeff Koons, Mark Flood,
Nate Lowman, John Baldessa-
ri, Damien Hirst—even Neil
Young. But the collaboration
that changed everything was
the line of tees, shoes, and
shirts produced with Com-
me des Garçons. Recently
the fashion world has been
waking up to Supreme. In
TRAVIS
the past decade, the company
has opened stores in Tokyo,
London, and Paris.
SCOTT
Supercop is speculating—
ARTIST nobody really knows how
much of anything Supreme
makes. But it stands to
reason that, in an effort
to refocus on their core
customer, Supreme could
be making more of certain
garments
RAPPER
page 9
CATALOUGE
R
Presented by Supreme team
SUNDAY ISSUES 2023, ISSUE 3 FEAT MILE TYSON
RED
MAGAZINE
2023
www.supremenewyork.com
page 10
ISSUE
Celebrities represent-
ed SUPREME culture for
their gangz. 1999
No shop is more ba- Supreme has worked
dass than Supreme, with some of our
and no-one in the generation’s most
world is as badass groundbreaking de-
as Mike Tyson, not signers, artists, pho-
even Jack Bauer. tographers and mu-
Thanks to Rob Hep- sicians - all who have
pler, we have a teaser helped continue to
image of a Mike Ty- define its unique
son t-shirt Supreme identity and attitude.
did. To confirm with Supreme is on the
Mike Tyson on it. lead of fashion.
page 11
CATALOUGE
LATEST DROP 2023
vibing with us
page 12
ISSUE
O “
“ MAN IN PINK ”
page 13
CATALOUGE
ORIGINAL
EST 23
“ RAEKWON THE CHEF ”
page 14
xxxx
page 15
COLLABORATION
ISSUE
“Is that a real box logo tee?”
page 16
The Rise
OF ////////
THE KING
CATALOUGE
ISSUE
““ In 1983, a 19-year old James
Jebbia moved to New York
and began working at a skate
shop in the city. Towards the
end of the decade and into
the ’90s he started collab-
orating with experimental
fashion brands, one of which
happened to be Stüssy, an-
other of today’s biggest
streetwear labels. Finally, in
1994, he founded Supreme,
and opened its first store on
Lafayette Street, Manhattan
FOUNDER
Free from corporate influ-
ence at the beginning, it
James Jebbia was unique simply for the
fact that the skater kids-
turned-fashion designers
subscribed to the same
culture as the consumers.
page 17
“CULTURAL
SUP
X
LV
page 18
2017
“HYPEBEAST”
HYPE
Fall 2023
SUPREME X LOUIS VUITTON
Collaboration
page 19
“ FOUNDER “
“HYPE”
2023
“CULTURAL SOCIETY”
“PHOTOGRAPHY”
James Jebbia, the man who, in 1994, founded and to this
day runs the SoHo-based company that has been mak-
ing clothing and skateboards and a lot of other things
that the people who love it absolutely have to have,
doesn’t think of Supreme the way most people in fashion
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