Unique hype buy supreme1/1/2024 In the beginning, James worried about selling merchandise and getting it out into the world. The massive success has been a perfect combination of time and place, luck, and hard work. To have Supreme were to end up where it is today was not part of the plan. His strategy was to make clothes that would be at least of the same quality as the customers already got elsewhere, and he cast an eye at brands like Nautica, Polo Ralph Lauren, Levi’s and Carhartt. To ensure that the products were good from the very start, James focused a lot on the quality. It was designed out of love to the customer and taking into account what they would think was cool. It was rather designed based on inspiration from what was cool on the market, in art, on the music scene, or in the movies. Supreme has always been, and will always be, a skate brand, but it was never designed with the idea in mind that “this is what a skate brand should be offering”. There are examples of Supreme styles increasing thirtyfold in price – an example is the legendary Red Box Logo Tee which originally cost 30 dollars in the store but is now sold for over 900 dollars on the platform StockX. The limited supply of Supreme’s products is creating a lucrative re-selling market. It is a strategy that has since been copied by several other brands – an example is the sneaker release hype of Adidas and Nike. The psychology behind it is that the more a user must interact and work for a specific product, the more alluring the product becomes. By releasing the apparel each Thursday, he managed to keep up the hype, and people understood if something was sold-out and then waited for the next release. James came up with a solution – each Thursday he released the apparel. The merchandise sold so quickly, that sometimes people would come into an almost empty store and wonder “is this the store people are talking about?!”. The small numbers helped create an interest, but with the popularity came a new problem. He was also afraid of being stuck with an unsellable stock if it turned out that the customers did not like something. The small inventory was at first due to the fact that James did not have the necessary financial means to purchase large amount of goods. He had always liked the skate community and culture, as it had an edge and more of a ‘fuck you’-attitude.įrom the very beginning, the store was spartanly decorated and had few items on the shelves in addition to a quite limited inventory. On the side, James helped running a Stüssy shop, but at one point Shawn Stussy (the founder and designer behind Stüssy) decided to pull out. The business was going well, but when Union started carrying Stüssy it took off. After a few years of working at Parachute, he opened the store Union, which primarily sold British brands and streetwear. The store carried apparel with the right look and the right quality, worn by well-informed and real people.Īt 18, James moved from England to SoHo in New York City to work in the Parachute store. As a teenager in the 80s, he was putting in hours at a Duracell factory for extra cash, and the money he made there was spent at a specific London store. James Jebbia is not American ¬– originally, he’s from Crawley, West Sussex, in England. Supreme was founded by James Jebbia in New York City in April 1994, but it was a multibrand store before it developed into the brand as we know it today.
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