Supreme gets the big, old media treatment with a profile by the New York Times‘ Alex Williams. Sure, it’s full of many of the normal comments regarding boutique skate shops. . .
Huge lines, once endemic to its New York flagship in SoHo, now form at satellite stores in Los Angeles, London, Tokyo and other cities. The current issue of British GQ Style, a men’s fashion bible, hails Supreme as “the coolest street wear brand in the world right now.” And the Berlin culture magazine O32c called it “the Holy Grail of high youth street culture.” The Business of Fashion site called it “the Chanel of downtown street wear.”
But the piece also gets in with the story behind James Jebbia, the brand he launched 18 years ago, and why it hasn’t been completely blown out into big box stores. And those stories are always good.
[Link: New York Times]
