The Supreme Aesthetic: Becoming the Most Powerful Street Brand

Supreme is known as being one of the top and most successful, if not the, #1 street wear brand. Why is this the case? First off, Supreme creates an exclusivity to their brand by staying out of department stores and instead focusing more on the underground and boutiques which has essentially made the label more desirable. They have made themselves seem like somewhat of a secret society, if you can obtain one of their pieces, you’re doing something. Preme has also established themselves as a lifestyle brand. They sell everything from coats and tees to more random things like bricks and bicycles. They really go the extra mile to be a wholistic lifestyle brand. The company has established itself so well that they can sell a beach ball for fifty dollars and get away with it. They do things like take advantage of simple designs like polka dots. Remix designs in sports fashion like their denver nuggets supreme basketball jersey,probably one of my favorite pieces by the way. And build relationships with famous people in pop culture like kate moss. They have collaborated with a wide range of brands from nike to stussy, all the way to  designer brands such as Louis Vuitton. Supreme has such wide versatility and  a diverse product line though they still maintain their integrity as a skater-street wear brand. In doing all of this supreme has created the most powerful aesthetic in all of street wear.  Of all their complex pieces, their most popular and quickest to sell out are their box logo tees. If that isn’t a clear sign of the most powerful, simple aesthetic, then I do not know what is. Much of supreme’s success comes from their authenticity and doing things “their way” eventually. They could have only made it to this point by doing things “the supreme way”. They have a reached a level of originality that makes it almost impossible for other clothing lines to simply copy Supreme’s style. If someone were to innocently create a red box logo tee, they would immediately be slandered for biting “the Great Supreme”. Although famous artists and fashion icons like Kanye west and Tyler the Creator wear Supreme, the company never made it a point to send clothes to them. If anything they want to stay out of the spotlight. Supreme has never been known as a brand to be giving out clothing to famous people just because of who they are.  Highsnobiety has debated whether or not supreme had fallen off at one point, but what they fail to realize is that from the beginning, that was never a concern of supreme. Supreme has created high fashion in street culture. So when attempting to create a brand of your own remember, Don’t look at  supreme or others to copy them look to develop your own aesthetic.

-Doughboy