Supreme (brand)
| File:Supreme Logo.svg Supreme's signature red box logo with white Futura Heavy Oblique text | |
| Company type | Private |
|---|---|
| Industry | Apparel, Fashion |
| Founded | 1 April 1994 in Manhattan, New York, United States |
| Founder | James Jebbia |
| Headquarters | New York City , United States |
Area served | Worldwide |
Key people | James Jebbia (Founder, management role) |
| Products | Streetwear, Skateboarding apparel |
| Owner | EssilorLuxottica (since 2024) |
| Website | www |
Supreme is a U.S.-based apparel brand launched in Manhattan, New York, in April 1994 by entrepreneur and designer James Jebbia. The label focuses on streetwear, skateboarding culture, and hip hop-inspired fashion.
In December 2020, VF Corporation purchased Supreme for $2.1 billion, acquiring shares from private equity stakeholders and founder Jebbia, who continues to play a role in the company's management. Later, in 2024, EssilorLuxottica bought Supreme for $1.5 billion, broadening its portfolio to include streetwear.
History
Founded by James Jebbia in 1994, Supreme drew inspiration from Barbara Kruger's art, which shaped its signature red box logo featuring white Futura Heavy Oblique text. Early collections included unauthorized reinterpretations incorporating artists like Jackson Pollock and brands such as Coca-Cola.
The initial retail location was established on Lafayette Street in Lower Manhattan, tailored specifically for skateboarding culture with apparel arranged along the store's edges. The first staff comprised skaters and actors connected to the skateboarding community. Jebbia selected this site due to the scarcity of skateboarding retail options nearby at that time.
Growth continued with a second outlet opening in 2004 on North Fairfax Avenue in Los Angeles—nearly double the original store's size—followed by additional branches in London (2011), Paris (2016), and several stores throughout Tokyo (Harajuku, Daikanyama, Shibuya), Nagoya, Osaka, and Fukuoka. These locations preserve the design style of the original Lafayette Street shop.
In 2013, Supreme initiated a $10 million lawsuit against Leah McSweeney’s Married to the Mob for alleged logo infringement but withdrew the case three months later amid public backlash, including criticism from Barbara Kruger herself.
On October 6, 2017, Jebbia sold close to half of Supreme to The Carlyle Group, a private equity firm, for roughly $500 million. The flagship store moved from Lafayette Street to 190 Bowery Street in February 2019.
VF Corporation’s acquisition in 2020 unified ownership stakes previously held by Carlyle Group, Goode Partners LLC, and Jebbia. By 2024, Supreme reported revenues of $538 million alongside an operating profit of $116 million. Although net income decreased to $64.8 million in 2023, the brand remains influential through its unique offerings and strategic guidance under Jebbia’s leadership.
The purchase by EssilorLuxottica in 2024 represents a deliberate expansion into lifestyle fashion by capitalizing on Supreme’s worldwide presence and strong position within streetwear culture.
Skate teams
Supreme’s original skate team featured Ryan Hickey, Justin Pierce, Gio Estevez, Paul Leung, Chris Keefe, Jones Keefe, Peter Bici, and Mike Hernandez, with affiliates such as Harold Hunter and Jeff Pang. The roster later grew to include prominent skaters like Aidan Mackey, Brian Anderson, Jason Dill, Sean Pablo, Tyshawn Jones, Mark Gonzales, Kader Sylla, Sage Elsesser, Rowan Zorilla, and Beatrice Domond. Following the opening of the Paris store in 2016, Supreme formed a French skate team consisting of Dayanne Akadiri, Manuel Schenck, Lucien Momy, Dadoum Chabane, Damien Bulle, Victor Demonte, Valentin Jutant, and Samir Krim.
Trademarks
Supreme has obtained trademark registrations throughout North America, Europe, and Asia; however, in 2018, it encountered legal setbacks in Italy after losing a counterfeit lawsuit, and its trademark application was initially rejected by the European Union. This situation permitted the temporary legal sale of unauthorized "Supreme" merchandise within Italy and Spain.
Following considerable commercial success in Japan and China, Samsung Electronics controversially collaborated with a counterfeit Supreme brand to launch retail outlets in China during 2018. Due to consumer disapproval, Samsung ended this alliance within a few months.
In November 2019, the European Union Intellectual Property Office (EUIPO) appellate tribunal acknowledged Supreme’s unique brand identity and its iconic status in streetwear culture, qualifying it for trademark protection across the EU. Subsequently, on August 27, 2020, EUIPO granted Supreme an EU-wide trademark encompassing bags, apparel, and retail operations—enhancing its competitive positioning and safeguarding its global brand presence.
Marketing and awards
Supreme offers its proprietary clothing line alongside established skateboard brands such as Vans, Nike SB, Spitfire Wheels, and Thrasher. The company launches two major collections yearly while releasing selected items weekly through both online platforms and physical stores to sustain consumer engagement. Renowned fashion photographer Terry Richardson has produced influential campaigns featuring personalities like Michael Jordan, Kermit the Frog, Lou Reed, Lady Gaga, Neil Young, Gucci Mane, and Nas.
William "Bill" Strobeck serves as Supreme’s principal filmmaker, creating significant web edits including Joyride (2014), Swoosh (2015), and King Puppy (2016), alongside feature-length films such as Cherry (2014) and BLESSED (2018). His contributions bolster Supreme’s narrative and presence within skateboarding culture. In 2018, Supreme earned the Menswear Designer of the Year Award from the Council of Fashion Designers of America, highlighting its industry prominence and competitive edge.
Commercial and brand collaborations
Supreme is well-known for its "unorthodox brand collaborations," ranging from video game tie-ins to high-fashion partnerships. In 2017, it joined forces with Louis Vuitton. The 2020 collaboration with Yohji Yamamoto merged Yamamoto’s avant-garde design philosophy with Supreme’s streetwear sensibility; this partnership continued into 2022 with the Blitzkrieg collection featuring artwork inspired by the Tekken video game franchise.
In 2020, Supreme partnered with Nabisco to release a red-themed "double stuf" Oreo cookie that quickly resold for upwards of $91,000, demonstrating the brand’s market clout. Additionally, Supreme collaborated with make-up artist Pat McGrath in both 2020 and 2022 to develop lipsticks and nail polishes showcasing Supreme’s signature color palette.
In March 2022, Supreme teamed up with British fashion house Burberry to produce a collection of apparel and accessories. Other notable past partnerships include Fender for the Supreme x Fender Stratocaster guitar and Meissen porcelain figurines branded with the Supreme logo. Among its most successful alliances have been collaborations with A Bathing Ape and Comme des Garçons, which have reinforced Supreme’s competitive advantage and fueled business expansion through strategic partnerships.
Artist collaborations
Supreme's very first partnership with an artist occurred in 1994 alongside the launch of its initial New York City retail location, featuring a collaboration with Rammellzee that produced uniquely hand-painted trucker hats and backpacks. In 2020, the brand joined forces with Takashi Murakami to release a limited-edition Box Logo Tee, which successfully raised $1 million to support COVID-19 relief efforts.
Additional prominent visual artists who have collaborated with Supreme include Charlie Ahearn, Ralph Bakshi, Pedro Bell, Larry Clark, George Condo, Martha Cooper, Cost, R. Crumb, Chris Cunningham, Dondi, Erik Foss, Futura, Nan Goldin, Gonz, Damien Hirst, JA, Daniel Johnston, KAWS, Mike Kelley, Harmony Korine, Wilfred Limonious, David Lynch, Ari Marcopoulos, Malcolm McLaren, Shawn Mortensen, Raymond Pettibon, Richard Prince, Lee Quiñones, Peter Saville, Andres Serrano, Dash Snow, Aphex Twin, Joel-Peter Witkin, and Martin Wong. These creative partnerships have infused Supreme’s limited releases with distinctive artwork, sculptures, and mixed media pieces, bolstering the brand’s influence in the marketplace and strengthening its competitive position through alliances with renowned artists.