After an initial look at the culture behind Supreme, The Business of Fashion, courtesy of 032C Magazine, follow up with the second part on their profile of the infamous streetwear brand. The second part gives explanations on the limited runs, a profile of its customers, and what ultimately drives the brands creativity. Check out the excerpt below:

The brand’s insidery-outsidery brilliance often made them precursors to trends that would later pop-up on the catwalk, such as their collaboration with Richard Prince as part of their art deck series well before Prince joined forces with Marc Jacobs to make handbags. “I like to point that out,” Jebbia says with a smile. “Not to be that guy, but just, you know, to point it out.”

The Supreme brand and its products soon became viable forms of creative expression, which in turn became catnip for a particular breed of male consumer hungry for that indefinable but high-quality cool, resounding most immediately with Japan.

“We never purposefully went after a Japanese customer,” Jebbia says. “It wasn’t like that. It’s always been about that really picky New York customer, but I think that translates all over the world.” Nonetheless, the Japanese consumers hyper-related to Jebbia’s choosy modus operandi and were quick to embrace the Supreme product as something culturally valuable and worth a premium price. “Japanese kids respect underground movements and have a good eye for it,” says Bondaroff.

To read more, check out the rest at The Business of Fashion website for the conclusion of this series.


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