Supreme (skateboard company)
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Supreme is a skateboard shop located in SoHo, New York. Supreme caters to equal parts skaters, sneakernerds, resellers, assorted well-heeled hipsters, and yuppies. The company was founded in 1994 in New York City by James Jebbia who had a hand in starting the Stussy NYC shop. Currently, there are six shops: the original in New York, one in Los Angeles, as well as four stores in Daikanyama, Osaka, Fukouka and Harajuku in Japan.
They sell a multitude of items including shoes, apparel,and skateboards. Generally the items sold under Supreme's name are of a limited run. Their seasonal product line is usually supplemented by several exclusive collaborations with artists and cache-heavy streetwear or urban brands. In the past, they have worked individuals like graffiti artists Futura, Dondi and Rammelzee, filmmaker and photographer Larry Clark, and with brands like The North Face, Timberland, W)Taps, and A Bathing Ape.
Supreme tee-shirts often reference pop culture, ranging from gloved Mickey Mouse hands to cereal box parodies. Some feature a self-referential celebrity portrait; the subjects wear a Supreme classic box logo tee-shirt on it. Past photos include Dipset members, Kate Moss, and Mike Tyson.
In fact, almost all of Supreme's products are heavily influenced by the skate and hip-hop culture around them. Their designs draw heavily from classic New York 90's streetwear like Nautica and Polo (for example, their S/S 07 collection, or their sport cap designs), while others are homages to musical artists as diverse as Public Enemy and Bad Brains.
Their logo is a play on Barbara Kruger's iconic artwork using Futura Bold Italic. It is an ironic statement on advertising through juxtapositions of text slapped on top of advertising photography. In many ways, Supreme's pairing of their logo with nostalgic streetwear and pop culture items are a subversive statement in the spirit of Kruger. So obvious is this connection that in a tee-shirt from several years back, they used the photo of an outstretched palm from Kruger's piece, 'I shop, therefore I am'.
The sale of Supreme products has been allotted to a few premier shops around the world, including HUF in San Fransisco, Hip in Leeds, The Hideout in London, Nomad in Toronto, SlamJam in Milan, Firmament in Germany, and Supply in Australia.
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