Everyone’s heard of Supreme. Even my mum, who’s 60 and lives in darkest Surrey, has heard of Supreme. “It’s that kid’s shop isn’t it?” she said. “Something to do with skaters?”
That regular people have heard of Supreme isn’t really in question. What Supreme means, however, and why it’s considered the prize shire horse to which luxury labels should be hitching their carts (and why I, a 30-year-old fan of Italian tailoring houses, impeccable tailoring and navy blue, have Supreme on my radar at all), is a question worth pondering.
Supreme was founded in New York by James Jebbia, an Englishman who opened the brand’s first store on Lafayette Street in 1994. 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. Supreme’s Barbara Kruger-"inspired" red and white logo (which Instagram Stories has aped with its "strong" font) is as recognisable as Gucci’s interlocking Gs or Ralph Lauren’s little pony - and comes loaded with the promise of equal, perhaps even greater, style supremacy.
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