Guerrilla Fashion: The Story of Supreme

Fresh off The New York Times comes a story about Supreme that presents its cult standing in unequivocal terms. This lengthy piece describes the long lines and global fan base, limited runs, elitist skate sentiments and anarchic heritage of the 18-year-old New York brand, calling it a “company that plays hard to get.” It then sits down for a little tête-à-tête with “press-shy” founder James Jebbia, presenting a rare and insightful interview. Read the full article here.

“PUT your hands up, let’s go!” barked the gangly young man in the red varsity jacket, his sneakers planted atop a bike rack on Lafayette Street in SoHo, as he produced a wad of crumpled bills from his slumping jeans.

A crowd of hundreds of street kids flashing a dandy streak in their camo and their leopard print had been assembling like a slow-motion flash mob since the night before — ever since word trickled out that the 2012 spring-summer collection for Supreme, the cultish street-wear brand, was about to drop. In certain urban circles, a new Supreme line qualifies as an event, on par with a new iPhone. Fans camp out on folding chairs and sleeping bags.

The die-hards, however, can get restless, so to break the tension, the young man, adopting the role of hip-hop hype man, decided to “make it rain” — to use a strip-club parlance. As ASAP Rocky’s rap anthem “Peso” thumped from a car parked nearby, he sent bills fluttering over the whooping crowd before tumbling into a triumphant crowd surf.