“There seem to be some really high expectations. I don't have any money. I'm not a corporation. This is a small business, a family business. And all we're trying to do here is do well enough to have a nice little life,” Babenzien told VICE. “We can have a successful business without selling everything under the sun. We don't need to be filthy rich. But I guess I'm worried that, well, we won't even do well enough to have a nice little life. I mean, I have a wife and daughter. I need to make sure they're looked after."
Babenzien went on to explain that in order for the newly opened store to stay afloat, he would need to sell about $20,000 of merchandise a month; however, he insisted he would never compromise the brand’s integrity in order to rack in more money or draw long lines of customers.
“Noah is a reaction to that—frenetic consumer behavior and the idea that you need to own so much stuff,” he told VICE. “But it's not just Supreme—it's society in general. It's the lines outside the Apple Store, the lines outside of restaurants. It's consumption being out of control.
“We're not trying to push tons of crap. If it appeals to you, buy it.”