The brand is designed and marketed for people who don't like hype? Think about what you just said here for a little..
A lot of how supreme runs creates that hype-- artificial shortages of supply with demand that far exceeds it is one example, another is exclusivity, elements of secrecy etc. From an economics standpoint, i'd argue supreme has been playing all the right cards.
I don't feel this is a great place to debate but.. supreme established itself as 'cool' because it was underground. 'cool' needs to be underground to stay cool. hype should exist in inner circles. global communication is the opposite of underground. supreme is walking on a fine line right now, erring on the side of fuckin up (their image).
but obviously they're comfortable with that so that's why they're doing it.
Since when was Supreme considered 'underground'?
"most" people still don't know what supreme is. depends who you talk to/what circles you run in. but back then, it was skateboarders and artists. now anyone can know if they choose