How Supreme became Supreme – And why it will level up even harder
EssilorLuxottica is set to acquire the “Chanel of streetwear.” What went down, and what’s next? Get the lowdown on Supreme’s story
EssilorLuxottica, the global leader in eyewear, has struck a definitive agreement to acquire a majority stake in the legendary American streetwear brand Supreme.
Billion-Dollar Drip: EssilorLuxottica Acquires Supreme for $1.5 Billion
The deal, worth $1.5 billion in cash (approximately €1.3 billion), sees EssilorLuxottica purchasing the stake from VF Corporation, which acquired Supreme in 2020 for $2.1 billion. Expected to close by the end of 2024, the transaction awaits regulatory approval and customary market conditions.
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Supreme’s Edgy Addition to EssilorLuxottica’s Lineup
Supreme, renowned for its digital-first approach and 17 stores across the U.S., Asia, and Europe, is set to add a fresh edge to EssilorLuxottica’s portfolio.
“Bringing an iconic brand like Supreme into our group is an incredible opportunity,” said Francesco Milleri, Chairman and CEO at EssilorLuxottica. “Supreme’s unique identity and consumer-focused business model align perfectly with our path of innovation and growth.”
James Jebbia, Supreme’s founder, echoed this enthusiasm, noting, “EssilorLuxottica understands that our success stems from staying true to ourselves. This partnership will allow us to continue focusing on our brand, products, and customers.”
From NYC Skate Haven to Global Phenomenon
Founded in April 1994 by James Jebbia, Supreme started as a skateboarding brand in New York City. Its first store on Lafayette Street became a haven for skaters, with a unique design that featured an open space for riding.
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Supreme’s skater-friendly vibe caught the attention of major brands like Nike and Adidas, who sought to tap into the burgeoning hip-hop culture intertwined with the skate scene. Supreme’s second store, which opened in 2004 on North Fairfax Ave in Los Angeles, featured a real skate park, amplifying its reputation. The brand’s global footprint expanded to Paris, London, Tokyo, and beyond, each store reflecting the original New York aesthetic.
Supreme’s Secret Sauce
Supreme’s success lies in its eclectic mix of clothing and accessories, blending underground trends from the 1980s and 90s with influences from hip-hop, punk, and rock.
Thursday Drops: Fueling the Hype
The brand’s limited-edition drops, released online every Thursday at 11 AM, fuel relentless hype. Items sell out within minutes, creating a thriving resale market where prices often double.
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High-Profile Collabs from Nike to Louis Vuitton
Collaborations with major brands like Nike, Air Jordan, Vans, The North Face, and even Louis Vuitton, under the direction of former men’s ready-to-wear artistic director Kim Jones, have solidified Supreme’s status as the “Chanel of streetwear,” a title Vogue USA awarded it in 1995.
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Celebrity Endorsements
Celebrities from Michael Jordan to Lady Gaga sport the brand, driving Supreme’s viral popularity.
Supreme’s Wild Collabs: Crop Circles and Beyond
Supreme’s partnerships extend to the unexpected, including a 2017 collaboration with the Circlemakers, a UK-based crop circle artist group. This partnership resulted in the crop circle of a Supreme box logo in California, which was featured in the brand’s short film “Crop Fields.”
We created this crop circle for #Supreme in California earlier this year: https://t.co/sebIf74GeC #shenanigans #circlemakers pic.twitter.com/bc5cFX5HFv
— Circlemakers (@Circlemakers) August 12, 2017
Supreme’s unique approach, from its distinctive store designs to its limited drops and high-profile collaborations, has made it a cult phenomenon in the streetwear world. The brand’s union with EssilorLuxottica promises to blend innovation with a cool, edgy style, heralding a new chapter in Supreme’s storied history.
Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan