_IN PROCESS
EP. 14 | JAMES JEBBIA PT. 2
In part 1, we talked about how James Jebbia established Supreme’s legacy. In part 2, we’re going to cover how the Supreme New York store legacy can be tarnished.
These days, James Jebbia and Supreme are are racking up countless blind followers. Followers that know nothing about the intricacies of Supreme and it’s New York heritage.
Supreme has every right to be fascinating and alluring to people trying to figure out their own coolness. Shawn Stussy taught James Jebbia how to tap into what’s cool, and organically connect with like minds. Supreme and James Jebbia have an authenticity that VERY few brands can harness, and it resonates with the genuinely cool kids FIRST. The leaders and non-conformists who truly carve their own path. And then all the followers, desperately wanting to be like the cool kids, copy what the cool kids have- simply because they have it. That’s it really.
James Jebbia ingenious added many layers to the concept of Supreme. To Supreme purists, these layers are the only thing that gives the brand value. To the pedestrian trend hopper, the value of Supreme comes from the popularity. Do not think that James Jebbia is unaware of this; it’s one of the cornerstones of Supreme itself. Let’s start examining this philosophy:
James Jebbia’s boutique was his contribution to NYC’s grimey teenage skate mecca. SupremeNewYork meant the world to its crew. Supreme’s products are the regurgitation of music, fashion, slang, and stories of what was happening in 90s New York. As a voracious consumer of art and philosophy, James Jebbia has always been tuned into the people around him, what drives them, and HOW THEY INTERACT WITH ONE ANOTHER. He’s definitely an artist in that sense, and his medium is retail.
James Jebbia established that art plays a fundamental role in Supreme. In fact, it’s inseparable from the brand. If art was taken out of Supreme, Supreme would cease to exist. The stores are designed to feel like a gallery. But like art, Supreme IS OPEN TO INTERPRETATION. And many of those interpretations are made WITHOUT MUCH INSIGHT.
The hype of Supreme, through no fault of James Jebbia, is beginning to degrade the perception of the brand. On one hand, we should be happy that SupremeNewYork is compelling and attractive to kids of all backgrounds. But a large part of the group that’s currently shopping at Supreme is nothing like James Jebbia, or the group he built it around. They wore Supreme because they were Supreme.
James Jebbia Supreme branded objects have become commodities; sellable and tradable because they have a logo on them. There’s a consistent disregard to investigate the meaning behind them, and a rush to judgement on why they exist. Currently, Supreme is facing an oversaturation in popularity. Supreme has increased its visibility- but not articulated its message. James Jebbia always let the kids steer the ship, and that’s one of the primary reasons for Supreme’s success. But a couple of randoms have been trying to sneak in and change the course. Hype-focused trendhoppers want to own the image Supreme James Jebbia built without them.
So despite James Jebbia’s best intentions, Supreme is getting a little sidetracked. What’s the big deal? It’s not like they’re gonna fall off anytime soon. Should Supreme, after 25 years, bow out gracefully? Or should they continue to open stores and bring Lower Manhattan to every corner of the world? The answer is obvious: Like everyday since it was born, SUPREME is gonna do whatever it wants to do, no matter what we think.
Supreme is forever an iconic brand, deserving of all the credit in the world. From what James Jebbia started, it’s genuinely remarkable. It’s bigger than skateboarding, clothes, and clout. However long Jebbia will reign, Supreme’s true value will never be lost. From a love of culture came A Love Supreme.
That’s what it means to Push Product.
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Music:
"Infinite"
Instrumental by Homage
• [FREE] Chill Jazz Hip ...
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