For those who were around SoHo in 1995, when James Jebbia opened up Supreme, a skate shop on Lafayette Street that handpicked New York’s best skaters to ride for them and model their utility chic clothing, you’d know it was quite a phenomenon. The TVs in the windows with skate footage constantly on loop. The classic red box-logo T-shirt. The gritty handsomeness of the Supreme Team (not to mention their skate prowess). Downtown had an ineffable energy that was largely in part to the melange of the skate crew, the soon-to-be-released Larry Clark film Kids, which launched the Supreme Team onto the silver screen, and an electric nightlife scene that brought everyone together at the end of the day.
Over two decades later, not only does the brand sell out on new product drops within hours, but Supreme is a globally robust label. Last year, Supreme was tapped by Louis Vuitton to create a capsule collection, catapulting Supreme into the haute Parisian fashion scene.
So it only follows that Brooklyn is the next stop for the label, which all started with the skaters. With that in mind, the new Brooklyn store, located at 152 Grand Street, has a bowl (christened last night by Eric Koston, Elijah Berle and Nakel Smith) opposite a wall of art by OG street skate legend and artist, Mark Gonzales. A camo box-logo T-shirt with (718) on the back is the first Supreme Brooklyn drop.
Supreme Brooklyn is only the brand’s third store in America, its fifth outside Japan, and eleventh overall. Staying true to the brand’s low-key marketing, and keeping the product in the hands of a select few rather than flooding the market, has kept the streetwear brand not only as relevant as ever, but also has added to its consumer allure.