The Birth of Supreme: A Skateboarding Legacy

Founded in April 1994 by James Jebbia in the heart of New York City, Supreme emerged as more than just a skateboarding lifestyle brand. It became a cultural phenomenon, influencing style, art, and music across the globe.

The Red Box Logo and Barbara Kruger

Supreme’s iconic red box logo, featuring the word “Supreme” in white Futura Heavy Oblique, is instantly recognizable. But did you know it draws inspiration from artist Barbara Kruger? Jebbia was given a book about Kruger during the brand’s formation, and her art sparked the creation of this legendary logo. The fusion of skateboarding and Kruger’s aesthetic birthed a symbol that transcends mere branding.

The First Supreme Store

In April 1994, the inaugural Supreme store opened its doors in an old office space on Lafayette Street in Lower Manhattan. Designed with skaters in mind, the layout accommodated skateboarding within the store. Clothes were thoughtfully arranged around the perimeter. This store wasn’t just a retail space; it was a hub for the counterculture—a place where young artists, skaters, musicians, and neighborhood kids converged.

The Core Skater Team

Supreme’s core group of skaters served as its team. Among them were the late actors Justin Pierce and Harold Hunter. Interestingly, the first employees were extras from the Larry Clark film “Kids.” Jebbia’s decision to open Supreme in Lower Manhattan stemmed from the lack of skate product availability in the area at the time.

Expansion and Global Influence

Supreme’s influence extended beyond New York. In 2004, they opened a second location on North Fairfax Ave in Los Angeles, nearly doubling the size of the original NYC store. The brand continued to expand, with stores in London, Paris, and various locations in Tokyo. Each new store echoed the original Lafayette Street design.

The Carlyle Group and Sotheby’s Auction

In 2017, Supreme sold a significant stake (around $500 million) to private equity firm The Carlyle Group. The brand’s decks gained collector status, with a collection of every Supreme deck ever produced selling for an astonishing $800,000 at a Sotheby’s auction in 2019.

VF Corporation Acquisition

In November 2020, VF Corporation acquired Supreme in an all-cash deal worth $2.1 billion. This move solidified Supreme’s position as a global powerhouse while retaining its authenticity.

Conclusion

Supreme’s journey—from a small skate shop to a cultural force—epitomizes the fusion of creativity, rebellion, and authenticity. Whether you’re a skater, an artist, or a fashion enthusiast, Supreme’s legacy continues to inspire and shape the world of streetwear. 🛹🔥