It's impossible not to know the Supreme brand when you're interested in fashion in general and streetwear style in particular. Originally, a simple little shop in New York to sell clothes to skateboarders. Today, only 11 stores in the world but an extraordinary success and an obstacle course to buy a product. But then, how to explain the craze raised by Supreme?
An amazing story
James Jebbia opened a store in New York in 1994. He wants to meet the demand of more and more skaters who can not find the clothes that suit them. Supreme was born.
The brand is initially known only by rare insiders. It is recognized by its white logo on a red background, a casual style. Soon, international skaters and famous artists will collaborate. Success is there.
What is rare is sought
The Supreme brand, from the beginning, is a men wholesale clothing fashion (exclusively) tailored for skaters with loose tee-shirts, practical sneakers, hoodies, extra-wide trousers ... It's an inspired fashion from the street for street kids.
But the craze is international. The opening of the only French store in Paris created a riot in March 2016. James Jebbia, from the beginning, assumes that supply must be lower than demand. And we can say that his formula is very effective.
Supreme or the art of cultivating rarity
It is extremely difficult to buy a Supreme product. Since the offer is still very much lower than the demand, any new collection is exhausted very quickly (a few minutes, large maximum) on the site.
Side price, count about 150 euros for a sweatshirt or pants and not less than 400 euros for a down jacket or a parka. The caps, also very popular, are more accessible, around 50 euros.
With 11 shops worldwide including two in Europe (Paris and London), it is difficult to buy locally. In addition, Supreme practices "drops", that is to say, novelties that arrive every Thursday in the shop but editions always very limited. Very specialized collaborations like those with Louis Vuitton or Lacoste make it possible to sell 25,000 pieces in six minutes!
To buy in the shop, you need to know the meeting place on Monday: a park, a large space; we receive a number and we cross our fingers to be called by the staff. If luck is on your side, you will have the right to go to the Parisian store on Thursday. But the places are rare and the candidates more and more numerous.
Some are paid for queuing for you; others resell at "very" high prices on the Internet ... So you have to be very careful about scams and counterfeits, which also multiply.
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