Dude Hypebeast made supreme what it is today i can honestly say.
I've wondered about that.
Since I never saw it around Houston, I knew nothing about supreme til I joined hb; in contrast I knew about all the Japanese brands from being an old school japanophile. 'preme was one of the moreso mentioned brands - few years later I ordered the book when it debuted and that really threw everything into perspective. Been a supporter since.