It was a staggering valuation for a company known for selling hoodies, t-shirts, and irreverent ephemera, like a logo-stamped brick and branded nunchucks. But the success of Supreme, and streetwear more broadly, makes sense when you look at how fashion and culture are changing. Hip-hop has grown from a subculture into the dominant musical form in the US, surpassing rock. Add in skate influences and a lot of attitude, and streetwear is basically the outcome. Though people still talk about it as a niche, upstart movement, its signatures—casual clothes like hoodies and tees, graphic logos that seem made for the Instagram age, a fixation on sneakers, ties to hip-hop, and a shared sense of culture —line up neatly with those bigger shifts in the way younger generations of shoppers live and dress.
Supreme Streetwear’s Insane Success
Best SUPREME images in | Accessories, Clothing branding, Luxury
The guy at the front of the line, year-old Nick from Wembley, lets out a sort of pissed off yawn when I approach him. He's been waiting here 23 hours, he says, trying to sleep on one of the camping chairs now piled up across the road. The guy at the back of the line, year-old Werner, flew into London this morning from his home in Finland, just to stand in this line for the rest of the day. In about an hour, the doors to Supreme's London store will be opened, and everyone here—tired Nick; patient Werner; teenagers from Cardiff, Newcastle, and Canterbury; the guy wearing a Supreme sleeping bag like a Snuggie—will get their chance to walk inside, past the sculpture of a smiley white ghost, and flick through the first batch of caps, coats, hoodies, and T-shirts released this season. The majority of people waiting in line are heading straight for the shirt featuring a photo of gloomy vegetarian Morrissey.
A Field Guide to the Modern Day Fuccboi
Billion-dollar New York skate brand Supreme might have taken over the fashion world, but what is it? And why is it so popular? Our Style Director asked some of the most fashionable people in menswear to explain just what Supreme means in Since then, the skate and streetwear label - which sells everything from T-shirts and key-rings to fake-fur coats and skateboard decks - has become a household name.
By clicking Sign Up, you agree to our Terms of Service. You can see from the Google Trends report below that worldwide interest has steadily rose over time for the Supreme brand:. The best part? Supreme is a streetwear brand that started as a skateboarding shop in New York City in April of