The essence of street style.
1994 | NEW YORK, USA | James Jebbia

In 1994, when street fashion was reaching a certain level of maturity, James Jebbia, who had been working at Stussy, opened the select shop "Union NYC" on Lafayette Street in New York City, and that's where the history of Supreme began.

Based on the belief that he would only create what he himself wanted to wear, Jebbia gradually began to produce original items. In a spacious and simple space large enough to even skate inside, these items were neatly arranged, and the Supreme aesthetic soon gained support, mainly from local skaters.

The brand's popularity skyrocketed thanks to an underground technique: sticking red box logo stickers onto Calvin Klein posters featuring Kate Moss. This somewhat illegal act, similar to tagging, a street culture practice, symbolizes the spirit of Supreme.

The red box logo used at that time has not only become an icon of the brand to this day, but it also led to an official collaboration with Kate Moss. This guerrilla advertising method and the spirit of using logos without permission, even at the risk of lawsuits and product cancellations, remain unchanged to this day.

In Japan, the person who focused on popularizing the brand was Hisao Ebisu, who was in charge of PR for WANGRAM. At the same time, he had designers of popular brands like A BATHING APE, UNDERCOVER, and HECTIC wear the brand, and also hired Yosuke Kubozuka, who was supported by fashionistas, as a model. Simultaneously, he succeeded in rapidly increasing the brand's recognition by expanding the number of stores that carried the brand.

According to James Jebbia, "Supreme store staff are basically selected from people who are close to the brand." This includes professional skateboarders and artists. The brand's unfathomable appeal may not just be due to its apparel, but to the culture it generates.