Supreme found its success in the '90s in a way that was opposite to the big brands and catchy, in-your-face marketing campaigns of the decade. By staying so underground and sticking to its core principles of quality, exclusivitiy, and rawness, its following quietly built up through the decade and set the foundation for the global phenomenon that it is today. Like the younger, broodier cousin of Stussy, Supreme connected with the downtown hip-hop heads and skaters who didn't know it at the time, but were creating a golden age of NYC that people think of today with nostalgia. And one image that'll always be associated with this era is the Supreme box logo before it was (arguably) the dreaded mark of the hypebeast.