In-Disco Among Fashion Brands – News Business: Companies

Asked about his official title, James Jebbia, founder of Supreme, told American Vogue last year: "I say mostly: I run a skate shop." The truth is less than 25 years old and a billion dollars. Dollars away. So much is the fashion brand founded in 1994 in New York, according to recent estimates. Her young and faithful clientele puts Jebbia in ecstasy in fashion every week with new designs. In London, the supreme hype has since grown to such proportions that the city administration has threatened to close the branch. Just a skateshop owner? Given the success of Supreme, this may seem like a euphemism or a coquetry.

For the first, one could say that Jebbia is a native British. Perhaps behind his statement is also just this attitude, which is also his most important promise of the brand: maximum freshness. Supreme is not just a shop for logo shirts, baseball caps and skateboarding. Supreme is currently something of the nightclub among the fashion brands. The Berghain of a new generation Baggypants. Including long tails in front of shops and bodyguards in plain black

Partial sale to the investor

As in fashionable clubs, it is not easy to enter here. It starts with the fact that Supreme has business only in certain cities. New York, London, Paris, Tokyo. This could change in the future. Last year, Jebbia sold 50% of its company to the Carlyle Group, a financial investor. Experts believe that new owners will be more willing to grow than the founder. But Supreme still lives off its reputation as a cult brand.

Even Louis Vuitton wanted something of that American freshness last year. For the first time in more than 160 years, the French luxury brand has cooperated with another label. In addition to the hoodies, the collection also included elements of a Louis Vuitton classic travel set. A clothing chest – Supreme Red, printed with the logos of both brands – is currently being auctioned at an online auction house. Estimated price: between $ 100,000 and $ 150,000.

It is quite possible that it was this recognition of the French metropolis of Paris that recently convinced the Council of Fashion Designers of America (CFDA) to honor Jebbia as the best male stylist from 2018. A streetwear designer, of all things! In previous years, fashion designers of classic brands had been honored. Belgian Raf Simons for Calvin Klein (2017), Thom Browne (2016) and Tom Ford (2015). The title for Jebbia shows how much the laws of fashion have changed over the past decade.

Again, as in the 90s

Hoodies have survived haute couture. Everyday fitness triumphs with aesthetics – at least for the moment. Returns from brands such as Fila, Champion and Diadora bear witness to this. It still seems to apply the fashionable slogan as in the '90s: Comfortable hand and printed with a name of etiquette.

If you once cut the designer piece in the wardrobe, today, it's Supreme's comparable designs that arouse desires. A pack of three T-shirts with logo printing costs just under 25 euros. A shirt with block stripes about 110 euros. The sneakers are 95 euros. The unisex fashion of Supremes is for men and women, but the average customer is a man from 18 to 25 years old. His clientele wants to buy "cool stuff" and is willing to spend money if the quality is good, said Jebbia to Vogue

The boss remains secret

The magazine Authorized mode The current leader of the label takes a look at the isolated supreme world. Readers have not really experienced much, not even the stumbling competition. Ralph Lauren, for example, had to declare a profit loss of ten percent last year – the traditional home fails to create an image that attracts young buyers. So, how can we look cool without being optimistic?

Nick Sullivan, fashion director at Esquire magazine, said in a conversation with The New York Times: "The only way to really be a brand. Be cool, it's vehemently denying that It's a matter of coolness. "And of course, says Sullivan, it's about being cool." Cool sells sweatshirts. "

Supreme Chief Jebbia does not seem to be afraid but do not do what everyone else is doing, so Supreme gives up classic magazine advertising and instead relies on prominent brand ambassadors – and on their media channels. Singer Justin Bieber, rapper Kanye West, designer Victoria Beckham and model Cara Delevigne have already been photographed in supreme outfits by Paparazzi The benefits are obvious: such shots are more authentic than icy productions and less expensive

Devotion almost connected gieuse des fans

Another asset: the label does not have to worry about its own social networks. Make media strategy – pick up the famous testimonials too. A photo of Madonna in her red hoodie from the "Louis Vuitton x Supreme" collection that the singer shared on Instagram was licked more than 100,000 times.

But nothing warms the supreme hype more than the weekly "drop". Every Thursday, the label brings new designs to stores. Looking at the almost religious dedication with which fans celebrate this event, one could easily assume that the fashion god himself drops shorts, socks and backpacks on his subjects.

In Williamsburg, the New York neighborhood was born, there are two queues before the supreme affair these days. One in front of the store and one at about 80 meters. No clutter, it would not be cool. Just as cool as smiling. The typical facial expressions of snakes can be described as disinterested-bored. (Tages-Anzeiger)

created: 22.07.2018, 19:53