How would you describe the brand?
Supreme started as a bonafide skate shop on Lafayette Street before that strip became populated with fancy restaurants and stores. Also skate shops were rare when Supreme opened. I used to skate around the city to get around fast so I was thrilled to have a place to buy decks and Spitfire wheels etc. Then Supreme became a style obsession that wasn’t just for skaters but for the masses. Supreme’s founder James Jebbia really invented modern streetwear and his very specific aesthetic - marrying high art with skate culture and music - was the magic recipe that has made the brand one of the most hard-to-score labels on the planet. I really admire how low key James is - he's like the Wizard of Oz - working all his magic behind a curtain of mystery. He is not someone who cares about press which I find both rare and pretty badass in a world where everyone else seems to be craving attention and publicity, and “likes” on social media have become a kind of twisted currency for fame.
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