Brand biography James
As the Supreme brand appeared: the story of the James Jabbia brand how Supreme was created: from a store for skaters - to a large brand on September 17, Moscow time is still considered the most expensive brand of street fashion in private hands. It is difficult to find a person who has never seen the Supreme brand logo. Having gained experience in the Stussy brand, designer and businessman James Jebbia began to create his own empire, having developed and adhering to several success rules.
What are these rules and what do we need to know about Supreme, we tell in this article. He was born in the United States, but until 19 years old he grew up in the UK, where he once worked at the Duracell batteries factory, and then returned to his homeland, where he began to take his first steps in business. At first he founded the flea market on Wuster Street, inspired by pictures from The Face and ID magazines.
Over time, in M, the project turned into the first store that he led - Union. In this experimental boutique, British brands as Duffer of St. were sold. George, Fred Perry and the most successful street clothing market - Stussy. Subsequently, James met Shan Stuss, opened the first independent store for the brand, where he worked for several years. Creating his own Supreme brand, James, as a true friend and business partner, still continued to work in Stussy.
This lasted up to a year. Materials on the topic fashion names of sports things. Now it’s a shame not to know the tie: how did it all begin? The fact is that clothes for skaters at that time was terrible quality, and the lovers of boards on the wheels on the wheels did not have the opportunity to buy something except cap. The guys from the James team wanted to make the clothes look quite cool, but was sold without a margin.
And then James came up with the idea of starting the production of his products. The brand’s policy was about this: Supreme always tried to produce limited series, produce small amounts of goods to sell all the manufactured things and not load the warehouse. That is why their products cause so much excitement, because not everyone can buy it. At the very beginning, customers of the new boutique could buy clothes only without fitting - Supreme sellers did not even allow it to touch it.
But such an unfriendly policy also had its fruits: Supreme immediately attracted the attention of the New York skaters and holds the bar to this day. Materials on the topic Why do sneakers exist only in Russia? Development of action: collaborations with world brands Supreme were the first to organize collaborations with other brands and print artists' work on T -shirts with a logo.
The first was the collaboration with the film “Taxi driver” by Martin Scorsese - these were T -shirts with a portrait of Robert de Niro, who played a major role in this film. And cooperation with the Japanese brand Comme des Garcons began in M and became almost annual. In the year, then the creative director of the Louis Vuitton male line Kim Jones offered Jebbia cooperation.
For the French brand, this was the opportunity to get a young audience of Supreme. Recently, shoes from the collaboration with Clarks began to be sold on the site. The top of the silhouette is covered with premium suede decorated with patterned cuts. Materials on the topic of Salekh Bambi: an American designer who has forever turned up the sports fashion of the climax: the problem with the logo of the red-white logo has become an inseparable part of the brand, but recently the SUPREME logo was in the center of the trial.
The reason for going to court was a T -shirt, or rather a print of the street brand Married to the Mob with the inscription Supreme Bitch. Mob produces such t -shirts, baseball caps, cups and towels from a year, and they are the main hit of the brand, even Rihanna is wearing. In January of this year, the MOB decided to turn the inscription into a commercial project by submitting an application for registration of the Supreme Bitch trademark.
This scandal caused disputes in the industry. Regarding the Supreme claim, many specialized media and bloggers spoke out. For example, Animalnewyork magazine has released a parody T-shirt with Sue ME logo-fraza, translated-“Dry me”. As a result, the parties came to a peace agreement: the MOB brand from now on could use the Supreme Bitch phrase, but not in the corporate Supreme style. Due to the fact that the company Jebbia did not register the Supreme trademark in a number of countries, including America, several companies took advantage of this and began to produce clothes with the logo of the real SUPREME.
This phenomenon is called - "The production of legal fakes." Among these companies and Supreme Italia. Since the SUPREME Italia brand is registered in Italy and is protected by local legislation, it has the right to use the SUPREME logo right, because the American company has not received registration in Italy. What Supreme Italia took advantage of, starting to produce clothes from the Supreme Logo.
Snow: Supreme today in the year the merits of James Jebbia were recognized as the fashion community officially - the businessman received the award of the American Council of fashion designers as the best designer of men's clothing.Today, the brand still does not buy advertising, adheres to a shortage in the production of clothing and creates collaborations with brands established in a fashionable environment.
Do you want to receive more tips and life hacks for a healthy lifestyle? Subscribe to the weekly newsletter of Lifestail. E-mail.