Supreme Clothing is more than a fashion brand—it is a symbol of street culture, rebellion and youth spirit. Established in 1994 with $12,000 by James Jebbia, a British-born retailer, its first store on Lafayette Street in Manhattan initially focused on serving skateboarders, offering simple but durable T-shirts and hats that gained popularity through word of mouth in the skate community.

The brand’s most recognizable feature is its minimalist red-background and white-letter logo, adapted from Barbara Kruger’s artworks that criticize consumerism, which has become a global symbol of street fashion. Supreme adheres to a limited-edition strategy, releasing new products weekly without restocking, creating scarcity and a passionate fanbase, while its designs blend skate culture, hip-hop elements and contemporary art with high-quality fabrics.

Collaboration is at the core of Supreme’s development. Since its early days, it has partnered with artists, sports brands and luxury labels, from Nike SB and Vans to Louis Vuitton and Burberry, even crossing over with daily necessities brands. These collaborations break boundaries between streetwear and high fashion, making each new release a focus of the fashion circle.

Acquired by VF Group in 2020, Supreme has expanded globally with stores in the US, Europe, Japan and China, including its largest global store in Shanghai. It remains true to its skate culture roots while evolving, becoming a bridge between subcultures and mainstream fashion. For over 30 years, Supreme Clothing has proved that streetwear can be iconic and influential, shaping the taste of generations of youth and remaining a leader in global street fashion.

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