The 100 Coolest Places of the Complex Decade

3. Supreme

City: New York
Address: 274 Lafayette St.
Website: www.supremenewyork.com

Opened in 1994, Supreme has always been a hub for guys in the know and kids who love hype. Founder James Jebbia got into the streetwear game managing the Stüssy store on SoHo's Prince Street, and opened up Supreme's Lafayette Street outpost soon after. While they wouldn't really classify themselves as a "streetwear" brand, Supreme has nevertheless remained at the forefront of the skater chic and hip-hop aesthetic since its inception. One of the reasons for the brand's staying power is its ability to combine cheeky, relevant graphics with off-the-wall co-signs and collaborations from pop stars like Lady Gaga to famous artists like Damien Hirst. It also became infamous for its poster campaigns. If you walk around New York today, you can find traces of its most recent one, featuring model Kate Moss in the brand's iconic box logo tee.

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