American skateboard company Supreme opened their doors on Layfayette St in New York back in 1994. It has since opened stores in various locations over Japan, London and one in LA that features an indoor skate bowl above the store:
The skate store has become a phenomenon in the fashion indsutry. Constantly blurring the line between ready to wear mainline clothing and functional skateboard clothing. Supreme has graced the pages of prestigious fashion publications such as Dazed and Confused, Vice, Vogue and i-D.
Supreme has been synonymous with the rap and hip hop music industry since it’s inception, hip hop royalty are always seen sporting the New York skate brands clothing.
Canadian rap artist Drake sported a leopard print coat which was a special collaboration piece between Supreme and outerwear company North Face. See the coat in the video below. (hashtag YOLO)
The Supreme SS13 campaign takes creative inspiration from the mid 90’s, with an emphasis on UK rave culture, members of the UK Supreme skate team make cameo’s throughout the video, the skate video filmed on an old VHS style camera.
Supreme have been accused of selling out and over saturating the market with lower quality products, this may be true but I feel Supreme’s ethos, staying true to their skate heritage is still at the heart of the company. The company have harnessed social media to update devote followers of latest product released and even have their own app. Many Tumblr’s are dedicated to the company giving free media coverage to it’s core demographic.
Do you think Supreme is still Supreme? Tweet us your thoughts.
Written by Arjun