Will Supreme Retain The Original Culture Of The Small Circle?

According to the world clothing and shoe net, how can I explain to people who have heard of "Supreme" just because Wu Yifan has heard of "box" logo tee in Chinese hip-hop?

Just like every Thursday's new sale day, it is hard for teenagers to queue up at the entrance of Supreme shop to explain to the passers-by why they should queue up to buy another T-shirt, baseball cap and Tee.

New York Skateboard suit The brand Supreme has been established for twenty-three years. Although its fame is getting bigger and bigger, it is becoming more and more popular. fashion The crowd is still holding the underground, independent and rebellious attitude. Founder James Jebbia (let's call him James) very clearly, keep a low profile. brand The pulse of survival, so he deliberately maintained a slow shop speed - up to now there are only 11 stores, and still believe that the limited sale can.

"Hunger marketing" on the surface

Supreme's route is unique, and it is only superficially similar to "hunger marketing". In fact, they have trained many dead faithful believers for many years. Although it seems to be popular for ordinary people, like hip-hop music suddenly became popular in China this year, the trend has been surging underground for many years, but it suddenly emerges from the surface.

If you are a skateboard and other street culture believers, you can't miss Supreme. Buying Supreme is the entry permit to enter that circle.

According to the article "a textual research" written by a magazine this year to write a Supreme website buying assistant program developer, queuing up to purchase the limited amount of money is the invention of Nike. In recent years, before queuing up, it is necessary to get the qualification of queuing first.

Queuing up for a limited edition new product reminds us of the H&M and Alexander Wang joint launch days a few years ago. Soho was occupied by anxious queues, but Supreme's team was rarely purchased, and such a battle occurred once a week.

Japanese writer Yukio Mishima wrote in an article in New York in the 50s of last century, "New Yorkers are not surprised. Even if a hippo lies in the middle of the road, no one will be surprised." Passers-by in New York really do not respond to these quiet teams near Lafayette Street and Princes Street every Thursday. Most of them are boys, and the average age is no more than twenty-five years old. Most of them talk in low voice or watch the mobile phone screen to check the inventory reports of the good hearted people who have bought the new products on Reddit or Twitter, for example, a hat tee has been left behind, and a certain color has been sold out or something like that, Lafayette.

On this day, more teenagers are playing virtual teams, using pre purchased rush assistants to fight on the official website. Supreme's website deliberately maintained a simple (hard) state ten years ago. Official information was only released on the News plate, and it usually does not wait until Wednesday. In order to avoid the queuing phenomenon that caused the police to have a headache, fans who provide information about their own websites, twitter and Instagram account have offered paid or free purchase strategies.

Like apple teaching, there is also a "Supreme teaching".

On Thursday drop day, at noon, the team continued to move slowly. The teenager explained that he had to make an appointment on the Internet first, and the mail was notified Monday to get the queuing ticket for the queuing time and location. Security patience to explain to tourists that it is impossible to shut up the front row now, and tomorrow morning please.

This week's new tribute is tribute to de Palma's 1983 movie scarlet star, starring Al Pacino. The queuing youngsters are too young to be lovers of old movies. Most of them haven't seen this film. Therefore, it is a cultural enlightenment to print film information on skateboards.

Supreme's landmark queue also appeared in Tokyo, London and Losangeles. As long as there are shops, there will be queues. Now London and New York must make reservations in advance, and other places are on a first come first served basis. It has to be said that it has brought additional burden to the local police force. Two years ago, the sale of Supreme x Air Jordan 5S was cancelled by the police because of a large number of traffic congestion. From then on, Supreme decided to sell the popular cooperation funds through the Internet.

But just like the new iPhone sold in the past, waiting for a night at the entrance of the shop is part of the fun, plus the pleasure of having fun, since there is "Apple teaching" and "Supreme teaching". Supreme the trademark of the red bottom white character is just like the red cloth used by bullfighting for "believers". Even if Supreme sells toilet paper today, it will be sold out immediately, for example, the brick that was teased by Chunjiao and Zhiming.

Speaking of this trademark, it was obvious that she had plagiarized the work of Barbara Kruger, the artist of American concept artist. In 80s, the poster art of overlaying black and white photographs with Futura Bold Oblique font slogans was once rich in political significance, and became the most absorbing trademark after a few years. Barbara himself has publicly expressed his dissatisfaction.

Supreme's shop at Lafayette Street 274, New York, is as small as when it opened in 1994. It's like a gallery, which does not display all the new season's inventory. Each time, only a limited number of new products are sold. The big screen of the street is also rolling the skateboard mixtape as usual.

James insisted on doing small and fine work, keeping the brand's original mind, and taking the physical store as a place for children's board meetings, so there were not many display shelves in the shop, and the open space in the middle allowed guests to slide directly from the street. Wednesday is probably the time when the number of people is the least, because the last week's goods are sold out, and the new products will be sold in second days.

Nonetheless, today's Supreme is already a symbol of New York's youth culture. Tourists will also come to this pilgrimage. Most of them are repeat customers. Even if they don't buy classic items, it's good to buy some small items. The plastic shopping bag with red and white trademarks is a prizes to be proud of.

Two weeks ago, Supreme opened a new store in Manhattan's Fort Williams area, larger than the Manhattan store. It is hard to believe that Supreme, a subculture representative, first appeared in Broolyn after more than 20 years of birth. It is also hard to believe that Supreme opened second stores in New York today (Supreme has six stores in Japan and three in Tokyo).

Williams castle on the weekend was originally a popular location for residents to choose to visit, but there was no accident in front of Supreme store.

On the same Grand street, boutiques are lined up, such as Broolyn, a luxury buyer shop Bird, or some shops with distinctive Broolyn Hipster labels: Organic sustainable living groceries, and tea shops with all kinds of Oriental tea sets. With the rapid gentrification (gentrification) of the whole Fort Williams area, the Supreme, which has long been detached from the underground state, is also suitable for this place. It has become another symbol of gentry and is the epitome of the change of New York's community pattern over the past twenty years.

Where does Supreme come from?

James, an American grown up in London, returned to the United States in the early 80s of last century. At that time, the rich youth culture in New York had left him reluctant to leave. And in those days, New York could still find cheap rental accommodation, and it was not difficult to find a job. Many young people who had no preference for art or fashion could survive.

So he began selling knapsack at Soho stalls in the lower city, and later opened a small shop called Union on Spring Street to buy clothes from British ships. Therefore, I met Shawn St Lu ssy, who opened shop in the neighboring Princes Street. Shawn is the originator of street clothes and loves surfing. His clothes are designed for those who listen to similar music.

This small circle mentality and interest and interest turned to a positive idea inspired James. After Shawn closed shop, James decided to create a target customer for the skateboard youth brand and inherit Shawn's street dress culture.

James has repeatedly said in his interview that his initial mind is very simple. He wants to design skateboards for teenagers who are easy to wear, cool, well fitted and well made, and the cultural labels on skateboards and costumes are only those in their circle. Even in today's market, Supreme is not very expensive, almost all hundred dollars, but at least it is not as high as Vetements. Of course, if you want to buy vintage in the secondary market, the price may turn several times.

When the Supreme was founded in 1994, street clothes were only worn by street children. It was impossible to attract Louis Wideno to olive branches. The target customers of early Supreme were all the teenagers in Larry Clark's movie debut, Kids (1995). They are not the sweethearts in the American youth films. They are not even the bad boys of the typical American suburban families. They are teenagers living in the city, addicted to drugs and sex, penniless, and no conscience, so that the response after the movie is mixed.

In the same year, director Clark and James were interested in the junior boys in the lower city of New York. The main actors were excavated in Washington Square when they studied skateboarding skills. Some of the group members in Kids are Supreme salesmen. James didn't advertise at that time, but hired only the insiders of the skateboard circle to carry out internal promotion. The shop assistant was impatient and impatient with customers. He could not touch his clothes without touching them.

In 2015, in order to commemorate "Kids", 20th anniversary, Supreme released the movie related series, and the movie pictures and classic lines were printed on skateboards and T-shirts.

Kids has a special significance for James. The nineteen year old playwright was his old friend. Two of them, Justin Pierce and Harold Hunter, all died early. They were all skateboarder in New York. In 2014, Supreme and Comme des Garcons SHIRT collaborate with the Harold Hunter series to print photos of their skateboards when they were young.

In the future?

New York is no longer the city under the shadow of AIDS in the movie, but the skateboard teenager is still sticking to the position of subculture from generation to generation, just as hip hop has entered the mainstream music industry, but hip-hop players still love to go underground and flaunt themselves most seriously.

Supreme famous celebrities wear box logo tee to re print the box logo tee series. Legendary musicians Lou Reed, Morrissey and Neil have been invited to show their faces. Of course, the most enthusiastic young people are their contemporaries, such as Rap singer.

Supreme hardly hits big money for advertisements, except for the controversial pornographic style of the Terry Richardson and Lady Gaga a few years ago. When launching Comme des Garcons cooperation, please come to Chloe Sevigny, the fashion leader. She is also the heroine of kids. In the past twenty years, she and Supreme have been the symbol of New York's underground pop culture.

But you probably heard that the large private equity fund, Carlyle Group, recently invested in Supreme. It seems that both sides have the idea of expanding their stores. With so many hot cities around the world, it can be imagined that if Supreme opens to Shanghai, Beijing, it will also be greatly sought after. But when the tide is becoming more and more mainstream, will the original small circle culture be retained and not to hurt the spring and autumn, which is the inevitable development, and then there will always be a new brand of subterranean music.

More wonderful reports, please pay attention to the world clothing shoes and hats net.