As this article goes to print, the average resell value of a Supreme hoodie reached upwards of $900 (on platforms ranging from eBay, StockX, Depop, Bump, Stadium Goods, and Grailed to social media sites like Facebook and Instagram). Prices are hardly astronomical, but once Supreme items hit the secondary market, the prices are set pretty high.
If you don’t understand why people would pay $160 for a Supreme branded hoodie and pay $100 to $300 on top of that to purchase an online bot that guarantees you an item before it sells out, maybe it is meant to be. This cult-like atmosphere could only be cultivated through years of work and respect, which is considerable in this age of open media and a desire to broadcast everything to the public. The average customer is not expected to understand the sometimes obscure pop culture references made through its clothing or the store itself.
But at Supreme, it is all about authenticity, which I totally respect. Obviously, Supreme has expanded beyond skating culture, but a lot of people would argue that this comes at the detriment of society with the rise of “hypebeasts,” who do not care about skating and are attracted to Supreme solely through fashion and reselling. That’s because the Supreme mindset is you buy something if you like it, not because the service of the store clerks pleases you. Even if you go to any of their stores, the employees will be aloof and comparatively rude. Supreme never aimed to lure rabid consumers it was always supposed to be a place where people could come together and exchange ideas about skating culture. The store itself looks and feels like more of an art gallery and storage facility with its white walls and minimalist aesthetic.
Jebbias designed the store the way it is, with no tables or shelves, so that skaters could come right in and have a safe place to exchange tips, and promote skating culture in general. Its first store, located just across the Hudson River in Soho, Manhattan, NYC, proudly remains the flagship. The other stores are in Brooklyn, Los Angeles, London, and Paris. Supreme is more than a brand – it’s like a religion. If Supreme enthusiast was an Olympic category, Japan would undoubtedly place first. Supreme has 11 outposts all over the world, 6 of which are located in Japan. He was very much involved in the skating scene while opening Union NYC and Stüssy before transitioning to managing Supreme. James Jebbias still keeps a low profile, and very rarely gives interviews. As always, it will not be easy to buy, so be prepared.Ī little history on Supreme: first established in 1994 by James Jebbias, Supreme began as an underground skate shop where people came to hang out, and buy cool clothes and accessories with the Supreme logo on it (which itself was copied from Barbra Kruger’s infamous anti-capitalist lines with the font Futura Heavy Oblique one of her most famous quotes is “I shop, therefore I am,” a riff on the Latin phrase uttered by Descartes, great French philosopher, “Cogito ergo sum,” which translates to “I think, therefore I am”). Starting next week, the web store will open for business. On this day, the drop was only in-store, so no one was able to scoop up items online. 15, Supreme’s first drop of the season was another cause for celebration. Even if you do not know what exactly Supreme is, you probably have seen it somewhere, in the form of a sticker, clothes, various accessories, or even skateboards. Between Valentine’s Day, Ash Wednesday, and Chinese New Year, this week gave most people a reason to celebrate. For now, Supreme’s new season will have to do. Since NYFW is not over yet, I will be comprehensively reviewing this year’s show in my next article.
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