Of Supreme Cult.

By Rebecca Reed

Image on left hand side By William Strobeck, NYC, 2013 (page 84)

What is the obsession with cult? Whether this be an underground film, a rare vinyl of a recording or even a sportswear brand? 

Does the idea of a cult sportswear brand seem like an oxymoron. After all sportswear by its very nature is an every day easy item to though on (no longer the preserve of athletes).

Yet take brands like X girl, Bathing ape or palace all are cult favourite that have grown arguably from street wear mixed with sports wear but are brans that are small and cult heroes. 

Lets take the brand supreme as a great example. Probably the most sort after brand going but why? 

Kate Moss by Alasdair McLellan, London, 2012 (page 69)

This clever company started by Jame Jebbia In New York in 1994. Began life as a skate company and grew into the most coveted of labels going on. They collaborate with not just high end luxury brans like Louis Vuitton, Nike, Lacoste. But still maintaining their cool underground cult status. 

It is this magnificent balance that very few bands ever manage.  To be very successful known label whilst still remaining a cult hero.

Supreme have transformed from a downtown skate shop into an influential global company with 11 stores worldwide including New York, Los Angeles, London, Paris, San Fransisco and Japan.

Aerial video by Ben Solomon, 2011 (pages 52-53)

Releasing Highly limited product releases from t-shirts and MetroCards to suitcases and bicycles and artist/brand collaborations. Releasing a limited amount of each style because Jebbia says “We don’t want to get stuck with stuff nobody wants.” Creating a high demand for the brand because every release of clothing only has a limited amount available. 

We don’t want to get stuck with stuff nobody wants.


So this cult brand is reached the point where a boo has ben created about their history and inspirations. A release by serious art book publishers Phaiodon, the ‘Supreme’ book.

3D Bookshot

Inside is a collection of more than 800 stunning images from photographers including Larry Clark, Sandy Kim, and David Sims, Supreme offers unparalleled access to readers: behind the scenes content from the company’s early years.

Carrying their love of design and their special relationship with their customers through to the book, with a reversible book cover featuring the supreme logo on the side, it also doubles up as a removable poster.

Supreme. Phaidon, case, front.

Written with contributions from pop-culture critic Carlo McCormick and film director Harmony Korine, this new book offers an exclusive insight into Supreme’s history, their creativity as a brand and insight into the spirit that is Supreme. 

Supreme’s new book is allowing the brand to open up to the world. Sharing an array of images. Sharing with everyone where they have been, their inspiration and work. Showing that they can be a massive mainstream fashion brand and still maintain their cult status and care for their customers.

Supreme is published by Phaidon available exclusively from End Clothing from 29 January to 5 February, after which it will be available in all book retailers, £35

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