Supreme’s Biggest Moments: A Decade in Review

From it’s 2015 Nike Air Foamposite release to it’s 2017 Supreme x Louis Vuitton collab, these are Supreme's biggest moments of the decade.

Supreme Decade Timeline
Complex Original

Image via Complex Original

Supreme Decade Timeline

It’s hard to argue that a singular streetwear brand has had a bigger decade than Supreme. James Jebbia’s brand started the 2010s as the most exclusive and desired lines among the niche streetwear community. By the end of 2019, Supreme’s box logo has become one of the most recognizable symbols in fashion. It’s not just an underground label for in-the-know New Yorkers and streetwear aficionados anymore. Your cousins with no style probably want a Supreme T-shirt. And thanks to its 2017 Louis Vuitton collaboration, and its high resale value, Supreme is now viewed as a luxury brand. 

Obviously, the clothes are what keeps the machine going. The partnerships with brands like Nike and Stone Island came in bunches, and the brand’s logo found its way onto everything from pinball machines to literal bricks over the past 10 years. But Supreme’s decade is more than just product. Customers wanted pieces so bad they rioted in the streets for it. Its aforementioned work with LV represented the luxury world’s further acceptance of streetwear. The company was valued at a whopping $1 billion and Jebbia was not just the owner of a skate brand that also made clothes, he was legitimized as a fashion designer by the Council of Fashion Designers of America.

With 2019 coming to a close, we took at look at the biggest moments in Supreme’s timeline over the past decade. Check out all 15 moments below. 

2011: Supreme London Opens (First European Store)

Supreme London

2011: "Yonkers"

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A lot of us, especially anyone who was a teenager at the start of this decade, would be lying if they said Tyler, The Creator had no influence on their interest in Supreme. Unless you were a hardcore skateboarder or sneakerhead, you probably knew little to nothing about the brand until you saw Tyler, The Creator and other members of Odd Future rocking it. Honestly, after watching the music video for “Yonkers,” which dropped in February 2011, my freshman year of high school was defined by angsty Odd Future mixtapes downloaded off DatPiff and many bumass attempts at dressing like Tyler, The Creator. Shouts out to that kid on Facebook who sold me a raggedy five-panel Supreme camp cap for $20. 

It isn’t a coincidence that Tyler, The Creator was always decked out in Supreme. He’s said in interviews he was tight with store employees at Supreme’s Los Angeles shop and even met Jebbia. Although it’s not confirmed, Tyler has suggested in songs that the brand was hooking him up with free clothes early on in his career. Tyler practically became a walking lookbook for the brand and the Supreme box logo became a ubiquitous symbol of Tyler’s rowdy rise with Odd Future. But the larger impact of Tyler the Creator rocking Supreme is like the modern-day equivalent of what rebellious teenage idols like James Dean did in the ‘50s with tight white shirts and jeans. By itself, a Supreme box logo was just a logo. But on Tyler, that logo was the official brand of someone who did not give a flying fuck about anything, which is what every teenager aspired to be. —Lei Takanashi

2012: First Supreme x Comme des Garçons SHIRT Collaboration

Supreme x Comme des Garcons SHIRT Mirrored Box Logo

2012: Supreme x Nike SB Dunk Low 'Red'

Supreme x Nike SB Dunk Low (Red)

2014: Cherry

Supreme DVD and Book for "cherry"

2014: Nike Air Foamposite One Release Shut Down by NYPD

Supreme x Nike Air Foamposite One

2015: First Air Jordan Collab

supreme air jordan v

2017: Supreme x Louis Vuitton

Supreme x LV

2017: Supreme Italia Lawsuit

Supreme Italia Legal Fake Store in Shanghai

2017: Carlyle Group

Supreme at the Artcurial Auction House in Paris, France

2017: Supreme Brooklyn

Supreme Brooklyn 3

2017: Introduces Ticketing System

2018: James Jebbia Wins CFDA Menswear Designed of the Year

James Jebbia of Supreme at CFDA Awards

2019: 25th Anniversary

Supreme x Swarovski Hoodie

2019: Lafayette St. Store Closes, San Francisco Opens

Supreme Storefront at 1011 Market St. in Mid Market San Francisco

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