How Do Street Brands Achieve The Theme Of Continuous Production For 20 Years?

Every Thursday at 11 a.m., it's the trend brand.

Release new series of time.

This fixed activity is affectionately known by fans as "The Drop" (New). Every season after the season starts, the new products will be released on the next Thursday morning, which will include more than 40 products including stickers, T-Shirts, skateboards and boxing bags.

The crazy fans even queued up 24 hours ahead of schedule, and roadblocks and fences were set up around the shops.

The robbed scenes are staged every week.

Every Thursday, crazy fans even queue up 24 hours in advance.

According to statistics, in the United States last year, people spent $2 billion on street sports and sports and leisure brands represented by Supreme, and 63% of Harvey Nichols, a high-end buyer's shop in London.

They are street clothes.

Those fashion magazine editors and fashionable Soho residents easily mix Palace, Bianca Chandon, Supreme and other street clothes with Dries Van Noten and Isabel Marant fashion.

The 2015 American street brand report released by fashion research firm Weconnect shows that the tide brand consumers are willing to pay a premium of 20% to 30% for a cotton T-shirt as long as they have a favorite brand logo on their clothes.

In 2015 alone, the United States sold more than 1 billion 400 million such T-shirts, worth a total of $180 billion.

More and more attention has been paid to the men's clothing category, and the major changes are also in the tide brand category - 31.7% of men's wear is from sports casual wear.

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And sports brands like Adidas frequently collaborate with designers in the hope of being treated as street brands.

Supreme is clearly the champion of the street corner.

In the consumption circle of street fans, it is almost religious.

In the less than a year before Supreme opened in 1995, the American version of Vogue compared it to Chanel in street brands.

Over the years, Supreme has always been like Chanel, making endless desires.

The trend of Supreme is not just in New York.

In 1999, James Jebbia, the founder of the company, CO operated with a Japanese friend Ken Omura to open the first special shop overseas in Tokyo's Dai Guan mountain area to cater for the needs of fast growing Japanese fans and compete with the long - lived resale.

Japan is also its most core overseas market, and Supreme has 5 other retail stores in Japan (Tokyo, Shibuya, Osaka, Fukuoka, Nagoya).

Losangeles stores opened in 2004.

In 2011, the store on Soho Peter street in London was its first flagship store in Europe.

The Supreme Paris new store, which opened in 2016, occupies 1100 square feet (102 square meters), and is located in the fashionable Le Marais center.

The layout of Supreme shop in Paris is still dominated by skateboarding culture.

How did this relatively small street brand continue to create a topic for 20 years and keep it warm? Some people explained that the popularity of street culture was attributed to the net red effect of social media in recent years. Stars like Rihanna (Rihanna), Kanye West, and Justin Bieber (Justin Bieber) were wearing photos of Supreme on the Internet, which were constantly circulated on the Internet.

The US version of Vogue has also spent a week trying to explain why women's street brands like Supreme can be popular. The final conclusion is that if you look at women from a female perspective, youths wearing Supreme skateboards are more attractive.

The reason why Supreme can succeed is simple. It has a traditional charm of "time-honored brand".

Fashion consulting agency The Future Laboratory senior reporter Maks Fus Mickiewicz said.

"When Jebbia was working at St u ssy, street brands just started, hip-hop culture began to rise, and he rightly founded St Supreme's rival Supreme."

The British came to the United States in the age of James Jebbia1980. He worked in New York tidal shop Parachute for 6 years, and then participated in the launching process of skateboard brand Union and St u ssy.

In 1994, Jebbias, who was 30 years old, saved enough money and had enough experience to set up Supreme for $12 thousand. What he did was still skateboarding. The location was still in the trend of Soho.

These venture capital funds can only support the sale of some simple T-shirts and hats.

It does not even have its own designers. It is all the attention of young skateboards.

James Jebbia, who came to the United States in 1980s, founded Supreme in 1994.

Twenty years later, this is no longer a small circle of business, consumers are far more than just skateboarding young people.

"At the beginning, you can't understand that Supreme is not special in design aesthetics, the price is not cheap, but it is not difficult to bear.

Now the street breeze is becoming popular again in 1990s, which is just the style of Supreme.

L.J. Wang, editor of the fashion WeChat public number "X molecule", is so commented.

Jebbia is indeed more like a smart product manager. The Supreme he created conveys a kind of "cool" that young people can afford.

Young people love consumption, but they also pursue treason. They always go shopping with an anti commercial attitude.

Supreme's product just fits this need.

With dozens of dollars, you can buy a low-key rebel based SupremeT T-shirt.

Supremelogo the red bottom white word also quotes a series of works by artist Barbara Kruger satirize consumer culture.

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Another clever thing about Jebbia is that he made product releases adapted to the rhythm of fast fashion very early.

For cost reasons, each of Supreme's products was initially limited to sales, and new products were released every week, but this ensured that the product would not be unsalable, and it also stimulated consumers' enthusiasm for buying.

Supreme soon attracted a group of young people in their twenties and twenties. They are now collecting new products of Supreme like Pokemon Go.

Before each new product is released, they will have a heated discussion at the forum about which products may be sold first.

Peter, owner of Unique Hype Collection, Supreme, a second-hand shop in New York, found that when a product sells well, Superem will stop producing, which makes its price in the secondary market extremely high.

"Supreme is the only product that gets older and more valuable.

Most other brands, if the product is unsalable this season, you will never want to sell it again. "

He discovered the commercial value of Supreme very early and attracted many star buyers.

If you search for Supreme products in online and offline markets such as eBay and Grailed, you will know how crazy the fans are: a $more than 60 T-shirt is now worth more than 300 dollars; a Supreme and The North Face cooperation jacket sells at a price of two times; a more partial product, such as Everest boxing sandbags, charges 4000 dollars on eBay.

"Our products are basically the same every quarter, but we will pay attention to what is popular around us recently.

I like to pay close attention to things that are fresh, but I also feel that to some extent, I have to retain a sense of early 1990s.

That era did have a profound impact on us. What we do is related to that era. "

Jebbia, who rarely interviewed, told Interview in 2009.

Jebbia is also very concerned about online sales.

He often determines according to the global business data, which regions and groups are most sensitive to brand spirit.

"The Internet is very important to us," he said. "No matter where we shop in the world, we can do well on the Internet."

But if it is always easy to release simple style products, it will inevitably lead to aesthetic fatigue. Therefore, Supreme will frequently cooperate with artists, celebrities, and Levi's and Vans brands. Many fashion brands and most men's wear brands will now choose such brand packaging, but as early as 1994, Supreme began to do so.

Supreme logo, the red bottom white word, refers directly to the series of satirical consumption culture by artists.

"People know that Supreme has a good reputation and high recognition.

Through countless series of cooperation, from Murakami Takashi to Kimi frog, each product is marked by pop culture.

Mickiewicz said.

Artists such as Jeff Koons, Damien Hirst, Kaws and so on are willing to cooperate with Supreme.

Star endorsement is becoming another symbol of Supreme.

It will also bring the works of Kate Moss, Muhammed Ali such as stars, and mark the Supreme to complete the two creation.

That is to say, even if the style of 1990s is no longer popular next year, Supreme can still maintain its popularity by skateboards, celebrities and trends.

Endorsement of star fans is becoming another symbol of Supreme.

The trend information website Complex has made a portrait of the people who are spending Supreme today. The 10 kinds of people who have finally concluded are basically fans of the trend. You may see more men in New York Soho street.

Jebbia himself will not play skateboards. He even dislikes media interviews, because those people will always emphasize that Supreme is a skateboard culture led brand, while Jebbia prefers to compare Supreme with lifestyle brands such as Polo, APC and Isabel Marant.

He believes that Supreme, like them, has successfully maintained "cool and original design language".

Reporter David Shapiro is also a fan of Supreme, because he is afraid that overexpression of this sentiment in the article will damage the objectivity of the report. He simply published an autobiographical novel Supremacist.

Shapiro has some self analysis in the book, which may represent the mentality of some brand followers: "maybe we just agree that the brand image created by this brand is quite different, or it has some character traits that some male consumers are eager to acquire."

In this way, many people regard Supreme as an education, and consumers are also keen to learn more about art festivals or musicians who cooperate with brands.

From this perspective, Supreme is indeed a luxury.