Supreme, the creation of a brand in a class of its own.
Designs by the brand Supreme can be recognised at a glance. The label's abundant use of red and white and the logo with its big letters leave no room for doubt. Supreme aims for a resolutely modern and streetwear style. When the very first collections were launched, success was immediate and it is still ongoing today.
The keys to success.
Supreme's origins go back to the year 1994. At the time, it was not yet a brand, but a shop selling clothes inspired by the skating culture. The concept James Jebba came up with met with instantaneous success in New York. The brand's unerring communications strategy is a big part of Supreme's success story. It is based on the marketing of luxury goods. The emphasis here is on limiting quantities and the idea is paying off.
As far as the designs are concerned, you find clothes but also accessories and footwear. One of the brand's most coveted pieces is the “box logo hoodie”, a plain sweatshirt with the logo on a red background printed on the front. Each week, the brand "drops" a few pieces in Supreme's Paris boutique and on the brand's website but they are generally sold out within minutes.
The brand's growth over the past 20 years.
Over time, the Supreme brand has successfully reinvented itself by collaborating with the biggest names in fashion like Nike, Vans, Timberland and more recently French Fashion House Louis Vuitton. The brand's muses have a powerful impact on communications and the brand's sales. A few personalities with mediatised names worth a mention are Kid Cudi, Kanye West and Lady Gaga.
Mixing up styles and talking to the new generation with specific codes are some of Supreme's strengths. Since its creation, certain categories of products have rapidly become iconic: