Picture this for a moment.

What's the first thing that comes to mind?

Candy canes?

The YouTube logo? Supreme. That's the first thing that comes to mind? Candy canes? The YouTube logo?

Supreme. That's what comes to most.

Supreme as a brand has become synonymous with the crisp cut lines of its red box logo.

A classic. That's what Supreme fans call it.

Supreme, it's a simple yet pertinent design that is still a favorite among Supreme's devoted

audience.

Fans who have their own name, hype beasts, Supreme heads for the younger 10 to 15 year olds.

How did Supreme become the king of underground fashion with such a large audience?

It's all thanks to the unorthodox thinking of its founder.

James Jebiette. Humble Beginings

Founded in 1994 on Lafayette Street in Soho. Jebiet doesn't think about Supreme the way his fans do,

as a brand. His inspiration for Supreme came from his own trips down to London as a teenager

in Crawley West Sussex. Spare cash in hand, hunting down elusive stores to buy cool clothes,

no big brands, no labels, something that would eventually turn into the model for the first

Supreme store. Exclusivity. Getting to press is usually one of the first steps for an upcoming

business. The more people see it, the wider the audience pool and the higher chance of making a

sale. At least, that's what the average person thinks. For Supreme, more press is a concern.

Supreme's model is based on the same elusiveness Jebia hunted for in his youth.

Limited edition, that's the kind of vibe Supreme gives.

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