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Posted by on Sep 18, 2012 in Fashion

It has been a while since I’ve last written an article about, what must be still considered, my favorite clothing brand, Supreme New York.

I’ve had my ups and downs with Supreme, mainly because the hype has now reached a certain point where every second male in Copenhagen between the ages of 13-20 owns a fricking 5-panel cap.

It’s not even possible to buy Supreme in Denmark, so whether it’s impressive or actually a bit frightening I’m not sure, but that shouldn’t steal focus from the fact that Supreme has been doing very well lately…

There’s a huge difference between “hype” and quality.
Some brands produce low quality products, but because of their placement skills, they manage to hit a great hype.

Then there are brands that produce amazingly high quality products, but don’t have any great co-signs or a brand attitude that sends out a statement when wearing it.

Lastly, we have the few unique brands that produce great products, which sends out a statement when wearing it, and for that reason those brands often hits a point where they receive too much acknowledgement (or hype), which sometimes has the crucial result that the actual “first movers” who originally wore the brand doesn’t want to wear the brand anymore, and that makes the brand less cool.

Surviving that phase takes incredible skill, and that’s what makes Supreme, supreme.

What’s most impressive about Supreme is not the fact that they are always relevant; it’s how they are always relevant.

How does a tiny shop on Lafayette with a store crew of some rude ass skaters manage to become one of the most influential brands for youth culture?
It’s almost as simple as FUBU (For us by us)…

It’s made by the people who wears it.

Supreme is attractive to the youth because it represents rebelliousness, attitude and independence. They make t-shirts that american students

aren’t allowed to wear in school, they completely shut down their store for a month when there’s a new collection coming out (without

any forewarnings), they poster-bomb all of downtown Manhattan instead of doing billboards and magazine commercials, and they do not let themselves influence from other’s tendenses, they’re always original!

Overall Supreme knows how to communicate to their audience, and that’s one of the reasons why Supreme is so successful.

All of this leads me to the second and most recent reason to Supreme’s success;
They’re always a step ahead.

When you’re going to watch our next documentary film, “Passion of the Craft” (which is releasing soon), you’ll get a more in depth explanation on why Supreme are the actual first movers, but in short terms they always know what the next thing is going to be, and they know it before their own target audience.

It has been like that for years, and now it has seemed to reach a point where Supreme actually decides what’s next, which is a pretty obvious sign of success for a clothing line.

Let’s sum up the two key points once for all;

- Since the designers behind Supreme’s clothes are a part of their own audience, their clothes are always authentic and on point.
- Supreme’s communication appeals to their target audience in a way I have never seen before.

And that’s what makes the brand unique!

While waiting for POTC to come out, enjoy four of my favorite items from Supreme’s fall/winter collection in the meantime;

Fashion rage over,

Emil

 


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