破譯 Supreme 基因！創辦人 James Jabbia 親自解析 Supreme 起源

Supreme 誕生不過 20 餘年，但是卻能對擁有百年歷史的時尚界造成衝擊，其起源與如何成長看似透明卻又蓋著一層神秘面紗。今番 GQ 便找來了 Supreme 創辦人 James Jebbia 談論品牌的起源、成長過程與未來的目標。

要知道 Supreme 其實一直以來都很有個性，除了釋出單品之外，品牌方很少流出太多資訊，更別想要創辦人 James Jebbia 出來演說了。然而或許是因為因時勢所然，在拿下 CFDA 美國年度男裝設計師獎之後，媒體們的訪談邀約越來越多，不得不讓自己出來揭開 Supreme 的神秘面紗。

James Jebbia：「我們的處事方式源自於我們尊重我們的顧客。」這句話對認識 Supreme 的人或許有點難以理解，因為某些門市的 Supreme 店員服務態度確實讓人不敢恭維，但就像 Supreme 創意總監 Jen Brill 說過的：「我們有最帥的男生、最好看的造型和最爛的態度。」Jebbia 說這即是滑手們個性，而  Supreme 的目標客群本來就是滑手們。

The influence was the people who were around the shop–the skaters. They would wear cool sh*t; they wouldn’t wear skate clothes…It would be a Polo, it would be a Gucci belt, it would be Champion. We made what we really liked. And it kind of was a gradual thing. From a few tees, a few sweats, a pair of cargo pants, a backpack. But the influence was definitely the young skaters in New York.

對 Jebbia 來說，Supreme 一直都不只是一門生意，他將 Supreme 視為他生活的一部分，直到此時他仍舊專注在滑板面的內容，而非只是賣賣衣服。Jebbia 無疑地是看到了滑手們想要穿的很酷的市場，但卻僵持在穿的好看與能代表他們個性的中間。

I never really even thought of [Supreme], in the very beginning, as a business. It was more of a hangout spot. You know, a place for that specific crew.” Jebbia’s brand took off in line with Harmony Korine’s Kids, which sought to depict the crew’s attitude that was often on display at the New York flagship. “It was raw…it was a specific attitude, and probably the DNA is [still] there now, but it really was a pure New York City kind of street skating.”

對於未來，Jebbia 說：「我們不會佇足原地。」相信這個價值不斐的品牌將會堅持屬於他們的 Supreme 哲學，為我們帶來更多振奮人心的作品。

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