Tremaine Emory’s appointment as Supreme’s creative director marks one of the brand’s biggest moves since being acquired by VF Corporation in 2020. Brendon Babenzien and Angelo Baque served as brand directors at the streetwear brand, but this is the first time Supreme has publicly confirmed an external creative director hire.

Emory is no stranger to Supreme. In past interviews, he has expressed his admiration for the brand and said he was friendly with its founder, James Jebbia. But Emory built a name for himself with Denim Tears, a clothing label that releases highly coveted garments tied to rich narratives about the African American experience. Denim Tears’ most popular releases are Levi's jeans covered in a cotton wreath motif—their first collaboration in 2020 was so successful that it led to Emory signing a two-year partnership deal with the brand last year. 

“Denim is made from cotton. America is made from cotton. The Black experience started with picking cotton. So, Denim Tears,” Emory told The Face. “Metaphorically if you look at a pair of jeans or any garment that’s cotton, it traces all the way back to that.”