슈프림의 모든 것 [브랜드백서 1화]


The red box that stole the hearts of so many celebrities From fire extinguishers, bricks, ceramics, bus tickets, to breath analyzers, lighters, and work cloves, it sold out every copy Supreme is the first brand to be covered on Brand Encyclopedia Supreme, the ultimate trend leader known to sell out everything it sells United States went through a chotic phase in 1994 due to severe economic recession and wealth inequality And the young 20s delved into resistance culture like hip hop and skate boarding, looking for an escape from reality One person understood their desire exceptionally well : James Jebbia, the father of Supreme James started his career in 1984 at a store in Soho, NY, known as the Mecca of fashionistas With budget of only $13,000, He created Supreme, a street fashion store for skate boarders He set up an indoor skate park inside the store, played aggressive hip hop music as background music, and hired teenagers from the streets as employees Supreme was able to provide a niche for the rebellious teenagers Striving for freedom from the harsh reality, the 90s hipsters were delighted by what Supreme provided for them And Supreme immediately became the hot spot on the streets Supreme continued its rebellious agenda even after its immediate success They would secretly insert a Supreme logo onto Kate Moss’ underwear ad and design a skateboard using Louis Vuitton Monogram These actions all resulted in series of law suits However, Supreme’s bold agenda against the mainstream fashion captured the hearts of the young generation And Supreme, with its rebellious spirit, surpassed the streets of New York and bacame the global icon of street fashion Because Supreme started as a brand for skate boarders, sturdiness was the key of all of its products since skate boarders are prone to many injuries And since Supreme mainly targeted young clients from the streets, low price was another key to all Supreme products As a result, James Jebbia released all products in the price range of $100s with high-end design and high-quality fabric, establishing Supreme as an ultimate, cost-effective brand In order to maintain Supreme’s high quality, James Jebbia still manufactures only limited amount for each design “if we can make 600, I sell 400” is what James said in an interview His words still stand to this day, as every 11 AM on Thursday, Supreme opens what’s called a Supreme Drop, handling limited quantity for multitude of items This strategy drew huge support from the fans, and every Supreme Drop creates huge lines on the streets of New York Supreme’s 20th anniversary box logo T-shirt was released in 2014 and was resold for $900 from its orignial price of $32 Despite the 2800% price increase, the T-shirt sold like hotcakes and became one of Supreme’s sold out products In December of 2018, Samsung, multinational conglomerate announced its collaboration with Supreme This would have been the first collaboration with street culture in the industry, and fashion fans around the world rejoiced at this news The fans looked forward to the birth of “real techwears” from this collaboration, only to find out that Samsung China decided to collaborate with a fake Supreme brand This is just one of the incidents that showed Supreme’s powerful brand power Traditional brands from around the world were impressed by Supreme’s rebellious attitude and the huge support it drew from the millenials, and decided to offer various collaborations An example of this strategy, the 2017 collaboration between Supreme and Louis Vuitton drew enormous support and sold out immediately, resulting in multitude of replicas and over 2000% resale price This still remains as one of the most successful collaborations in history As of 2019, from brands like Louis Vuitton, Thom Browne, Nike, Fila, Playboy, and Lacoste, to characters like the Simpsons, Popeye, and Kermit the frog, Supreme has collaborated with over 700 brands and IPs from various genres It’s now becoming an all rounded fashion brand, surpassing its original plan to create a brand for skate boarders The reason for Supreme’s continued success, however, lies in its core motive The love for freedom and the outcast gave birth to Supreme As long as James Jebbia continues to stand by his philosophy and refuses to reconcile with the mainstream taste, Supreme will forever remain supreme

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33 thoughts on “슈프림의 모든 것 [브랜드백서 1화]

  1. 슈프림 박스로고는 셀럽이 입은거 아니면 찐도 짭같이 보이더라.. 그놈의 짭슈프림 그만좀 입었으면

  2. 영상 퀄리티 정말 좋네요 ㅎ 근데 슈프림이 칼라일그룹에 팔리면서 제비아시절 같이 더 이상 소량생산하는 추세는 아니라 박스로고와 같은 대박류 제품을 제외하고 리세일가격도 그렇고 인기가 약간 주춤하는거 같아서 요즘 슈프림의 행보가 아쉽습니다 ㅠ.ㅜ

  3. 무신사TV는 클린한 댓글 문화를 지향합니다. 출연자들을 향한 지나친 악성 댓글은 무통보 삭제될 수 있습니다.

  4. 굳이 삼성 내용을 넣을 필요가 있었나…
    우리나라를 맨 앞에서 이끌어 가는 기업인데
    말이죠..

  5. 와 몰랐는데ㅋㅋㅋㅋㅋ 신기하다
    근데 슈프림은 너무 짝퉁이 많아서 정품 구별하기가 어려움 ㅠㅠ

  6. 슈프림 찐 힘들게 사면 머해 ㅋㅋㅋ ㅠㅠ
    지나가는 사람들이 다 짭으로 생각하고 지인들이 짭이지 ㅋㅋㅋㅋ 이렇게 말할텐데 ㅠㅠ
    그래서 슈프림 찐 알아봐주지도 않는 짭한민국에서는 슈프림 살돈으로 아디다스,나이키같은 스포츠 브랜드 옷들사거나 돈 좀 보태서 스톤같은거 산당

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