THE NEW YORK TIMES COVERS SUPREME
Iconic NYC-based streetwear brand, Supreme, has finally received its quintessential New York Times write up. With more than 18 years of design and collaborations under its belt, the infamous label that seems to be so mysterious to some and yet so hypebeast-esque to others, is broken down in a recent article by the paper. Nothing too out-of-this-world, but there are a few gems about how the brand operates and how its founder James Jebbia's handles the business of "cool". Read the entire piece here.
For any other brand, such sightings would be considered a P.R. coup. But they are beside the point for Supreme, which is so fiercely protective of its anarchic downtown heritage that it would rather be ignored by the masses than misunderstood.