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