Supreme, a streetwear company from New York City with it’s foundation rooted in skateboarding, art and hip hop, has grown it’s brand since it’s conception in 1994. Supreme may not be as well known as other fashion labels but it is considered a god amongst streetwear brands globally. Supreme products are extremely limited and are only available at certain times both on their webstore and the 8 brick-and-mortar stores around the world (located in Japan, London, New York, Los Angeles) as well as select retailers globally.
I think that Supreme has positioned their brand in such a way that it no longer relies on attributes or benefits to customers. They draw much of their inspiration from:
Hip hop:
The Bad Boy Records x Supreme collaboration t-shirt features Notorious B.I.G.’s “Ready to Die” album cover, an album considered as one of the best rap albums of all time.
Art:
The iconic Supreme box logo is clearly inspired by the work of renowned artist Barbara Kruger and her use of the Futura Heavy Oblique font.
Fashion:
Supreme splattered over Gucci and LV print
Culture and media:
Supreme x Disney
Supreme’s Japan Benefit tee released just after the 2011 quake
Kate Moss x Supreme
Supreme has successfully positioned their brand so that is creates surprise and excitement because their designs and pieces stay true to the beliefs and values they’ve had since ’94. They are preserving the skateboarding, hip hop and streetwear culture all over the world. Many of their items and collaboration pieces sell out in a matter of seconds and can be found being resold online on eBay or fashion forums for high prices. People will camp out in front of the store the day before the next collection releases:
Supreme Harajuku
Supreme Los Angeles
Supreme London
Supreme has also done quite a bit of co-branding through collaboration with many companies, some of which you may be familiar with:
Supreme x Budweiser
Supreme x The North Face
Supreme x Playboy
Supreme x Victorinox
The list goes on. It might seem kind of ridiculous to think that slapping on a giant “Supreme” could add any value to an item, but it is these collaborations that communicate with customers emotionally rather than just through the attributes that the product has. Though some of the collaboration products seem to have nothing to do with skateboarding or streetwear culture, Supreme maintains their brand because they are a huge part of the 90’s skate scene. They have grown their brand so much that virtually anything they release can sell and will sell whether people like it or not. It has even caught the attention of celebrities:
Chris Brown wearing a Supreme beanie and the “Apache” shirt
Rapper Drake in Supreme x The North Face
Rapper Tyler, the Creator with a Supreme camp cap
In April 1994, Supreme opened its doors on Lafayette Street in downtown Manhattan and became the home of New York City skate culture. At its core was the gang of rebellious young New York skaters and artists who became the store’s staff, crew and customers.
Supreme grew to be the embodiment of the downtown culture, playing an integral part in its constant regeneration. It’s not just an institution, it’s quality, history, authenticity and most of all lifestyle. And like any true lifestyle, you can’t buy it. Skaters, punks, hip-hop heads – the young counter culture at large – all gravitated towards Supreme.
While it grew into a downtown institution, Supreme established itself as a brand known for its quality, style and authenticity.
Over its 13 year history, Supreme has worked with some of our generation’s most groundbreaking designers, artists, photographers and musicians – all who have helped continue to define its unique identity and attitude.
– http://www.supremenewyork.com/about