I remember seeing the first Supreme ads in the Beastie Boys’ own Grand Royal magazine, not long after the now-world renowned shop on NYC’s Lafayette St. opened its doors to the public. The ad was rather small, and quite different compared to all the other obscure label ads for even more obscure vinyl releases. It looked more like some kind of Calvin Klein thing, with NYC skaters randomly placed in this context. In other words: It took a certain look, appropriated it, and ran with it. This approach – finding something, usually something unexpected, and running with it long before anyone else in the upper streetwear society would even think of doing so – has been Supreme’s mission ever since. Founder James Jebbia’s Futura Heavy Oblique box logo, more recently pushed to even bigger heights by OFWGKTA’s Tyler, has been photographed or filmed together with everyone from Lady Gaga to Raekwon and Kermit The Frog, to mention but three examples of stellar campaigns this skate store-cum-lifestyle brand du jour has presented over the last 18 years. See some of their incredible boards tonight – in Berlin.
