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Matt Fontana of SUPRA stressed the intimacy between the brand’s design and the skate culture that continues to inspires it when he sat down with HYPEBEAST in late January. In particular, he gives insight into the relation between a smaller independent company like SUPRA and larger companies. SUPRA discusses strengths and weaknesses vis-à-vis its corporate competitors such as maneuverability in its creative direction and the ability for competitors to capitalize on the brand’s innovations through greater marketing power respectively. Such extensive exploration into the politics behind brand relevance is integral to understanding SUPRA’s position within the street/skate culture scene, and can be as grounds for inspiration for likewise emerging companies.
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