Is Supreme Cool Again?

Supreme was once the undisputed king of streetwear and quite possibly the most discussed fashion brand in the world. Only a few years ago, it seemed like everyone, from hungry hypebeasts to your grandma, were talking about Supreme...so what happened? Supreme's cultural relevance seemingly disappeared overnight, no one talks about the brand anymore, but maybe thats a good thing???
Today I talk about the history of Supreme, provide my own handy definition for "cool" and discuss whether or not I think Supreme has returned to (somewhat) its former glory.
Stream link - join me every Thursday at 8pm EST: / @thebiasedcut

[@sovka8394]

i don’t care if certain brand is popping right now or not. If I like their designs I’m gonna wear it…You can’t go wrong with Supreme. timeless brand

[@shoki5271]

right, the box logo hoodies are part of history, its super timeless 👍

[@maxfortefan2947]

@@shoki5271im over 24 so im good

[@logic533]

@Adolf Dripler okay adolf dripler

[@leazypeazy1755]

@Adolf Dripler you must live in a lame city

[@chlone5042]

it was hyped up too much for too long to become a timeless brand

[@xHuie]

supreme has done so many cool niche references and collaborations that don’t resell crazy for me to still respect them

[@FoSkEtTcHy]

This is fashion nerdism and I enjoy it

[@BraveNewWear]

welcome to the fashion nerd life.

[@fy_pool_day2]

You made my Sunday better by uploading, thanks king 👑👑👑

[@BraveNewWear]

i'm trying dude i do it for you

[@philippka2582]

I´m wearing Supreme all the time, it makes up about 80% of my wardrobe because i always find clothing i really like every season, their sizing works well for me, it`s good quality and i can get a lot of stuff i want for less than retail, so it´s not even too expensive. Also i´m a graffiti writer, skateboarder and artist. I´m heavily interested in art and music and a lot of their collaborations feature artists i´m really into. I also like the way they reference these things. For example there is this puffer jacket that features an all over print of a cotout of an image you can find on the back of the album sleeve for the first Black Sabbath record and it was just sold as another colorway of the jacket without anything mentioning where it comes from besides the washtag that says "B.S. Productions Ltd." which is the Label of the band, so it`s actually a licensed product but you have to be very into it to get the reference.

[@jriff5891]

Me too ! I will always love ❤️ Supreme !

[@sh0gun___]

Sharing this video everywhere I can in the hopes that it makes all the old Supreme stuff I have shoot up in price.

[@BraveNewWear]

im fine with that

[@luisjiron8154]

Yup, I agree 100% with you. Right now, it is the time to buy Supreme, because I foresee the hype coming back, again.

[@A_Pt_9298]

To me, as a 51 year old, it represents what I want to say not what I collect or want to pay for it and how much it costs or is exclusive

[@GodthrillaBecomeAThrilla]

Some of what got me into supreme was its references in its designs, personally the tasteful references to culture was the most exciting part of the brand, making you feel heard or understood by the brand. I think in recent years the brand relying on itself to be the reference or the selling point started to kill it off for me and make it seem less in the know and more corporate.

[@BraveNewWear]

Hard not to feel a little more corporate since they’re no longer independent, but I think you’re right if the brand becomes too self referential it will lose what made it different

[@paulishpaul]

Im glad im from NYC where Supreme started so I don't have to worry about hypebeasts caring whether its cool or not I can just relax and know its part of NYC culture and will never die atleast for me like the wheat Timbs or white Air Forces etc.

[@garyburke6156]

gen-Xer here, and back in the day there were two brands that all the kids wore: Stüssy and Mossimo. both of them were super hot, everyone loved them, and then one day as fashion always does, everyone hated them. Mossimo went downhill, became a mall brand and discount shelf warmer. similar thing happened with Fila: hot in the 80s and now you get it at Costco. Stüssy retreated to the underground, but kept their cool factor. even when nobody gave a shit about them, skaters still wore it and it just bubbled along in the underground and then came roaring back, its huge now and back on top of the streetwear meta. Supreme faces a similar choice now. they can be the next mossimo or fila, or they can lay low for a few years and wait for trend cycles to come back. only time will tell. here's the thing: mossimo and fila probably made a lot more money. selling a lot of $200 shirts is one thing, but selling 100X as many $20 shirts is a better business decision in the long run. cool is fickle. costco moms are forever.

[@stormzybanksy]

bam. this right here

[@jojoojo8768]

Love Supreme since ˋ12 and that never changed:)

[@ryanroberts3663]

dude you literally make the best fashion videos on KZbin thank you so much

[@BraveNewWear]

DUDE YOU'RE WELCOME

[@Devananta-Rafiq]

People will always buying Supreme. NY kids will always into it. Korean influencers are still wearing it. I still want to buy and wear the brand if I find item that fit into my current style. Supreme is far from a death brand like ASSC or Ecko. It is just not that trendy which mean the demand is not that high. Cool factor is not just about hype and demand. Wear the clothes and never let the clothes wear you.

[@brasscitykicks]

Wish I could go back and not sell my Supreme Marlboro cowboy jacket 😢 And if I could say my favorite collab since they sold the brand in 2020 was Junya Watanabe’s. It was so well done!!

[@BraveNewWear]

Watanabe is slept on a lot, if you figure out how to travel back in time to not sell things lmk i think i could use that

[@FoSkEtTcHy]

I dislike supreme and most of fashion but I love how you critic and explain things. I will always watch

[@BraveNewWear]

appreciate that single stitch friend

[@hhhenge]

I don’t know too much about supreme, but this has been one of your best quality videos!

[@impetuosity3381]

I think you're right that it died out in fashion circles, but NYC middle school kids still wearing it. Once they drop it, I'd buy in.

[@realmackle]

I'm wearing their sabotage tribute hoodie right now and its so goddamn comfy. It was in stock the entire time it was availible but I don't care. I love the beastie boys and I love supreme. That's why you should get supreme. Not to be a poser but because you just like it.

[@deensyed786]

Man, I hope so lol I just went in store and got 2 tees yesterday

[@BraveNewWear]

there you go i told you

[@servidig483]

I am objective with my subjectivity, i only see the product, regardless where it's from, and judge if i like it.

[@BraveNewWear]

damn thats pretty cool

[@YrMomsHusbando]

Here after the Margiela x Supreme collab and for the most part the drop was good especially from two companies owned by big conglomerates

[@lilroach47]

Great video man !! I honestly enjoy supreme a lot but I only buy stuff that I enjoy from them, I hate buying a piece of clothing because it’s a brand. I want the clothes to speak to me or make me feel something !!

[@bigstunna2049]

I gave up KZbin for lent and while it was a needed break I'm very pleased to pull up KZbin now and see one of your videos.

[@jojoojo8768]

I really like supreme and I‘m happy that it isn’t that hyped anymore. For me who really cares about the cultural/real aspects of the brand (collabs, artists, skate content, references, etc) it is cool, that mainly „real“ fans buy it and that the people who just were there for the hype moved on to the next trends. The only thing I don’t like that many only know the „Hypebeast times“ but in the end I don’t care…if you don’t know more fck you and go inform yourself (like with everything in fashion or in general). Since I’m mainly „inspired“ by „real ones“ (skate team or others connected with the brand) nothing really changed because the always rock(ed) preme in a cool way.

[@jojoojo8768]

@Finesso Not where i live

[@carharttcarpenterpants]

had no idea that supreme x ge collab existed so early on. super cool

[@BraveNewWear]

glad I could actually provide a new fun fact

[@oatsandbananas]

yea. i can finally afford it now. supreme is in for me.

[@CIP3RM]

This was an interesting video (I played it in the background while I sharpened the tip of my balldo like a prison shiv)

[@BraveNewWear]

honestly really cool i hope that goes well

[@alexcoluna]

i feel like a major boost in popularity for supreme was tumblr and odd future too.

[@BraveNewWear]

actually great point, i think that space on the internet played a huge role in growing a global audience

[@douglasfairmeadow]

@@BraveNewWear Tyler blew the brand up, imho, more than than the Comme des Garçons collab. When OF went big around 2011/2012 thats when a lot more kids started wearing it who didn't skate. The more Tyler became bigger with the next generation of teens below, the more hypebeasts were exposed to his early music which had lots of references to it. Remember a lot of people at the time actually saying "OF ruined Supreme" lol. Anyway, cool video man and super well researched. I learned a lot here.

[@WhatsTheHype.Landon]

One of the biggest criticisms I’ve seen is the idea Supreme does too many collaborations, which has made them feel underwhelming. Since collaborations and limited releases have become so popular for all brands to do, probably a bit why Supreme’s haven’t been hitting as hard. Really good video, keep it up!

[@sachakimou4483]

the Gang Activities instrumental going on in the background lol

[@BraveNewWear]

Glad someone caught it

[@AB-vn2jc]

thanks you for the great take, steve buscemi!

[@docdoom44]

Supreme is cool now because the hype has died down and people who actually like the designs can buy it

[@ChociMilki]

Hella cute cat

[@BraveNewWear]

she really wanted to steal the show per usual

[@psykobuilds]

I own supreme items from 2014 and still buy and wear it to this day and am 37. Love my box logo hoodies, beanies and tees and also my northface colab items

[@ChickenKormagarlicnan]

Cool take man, great video

[@BraveNewWear]

glad you enjoyed

[@efraindiaz4448]

Supreme will always be a drippy skate brand & skateboarding & culture will always come first for supreme,odd future & Kanye just hyped it.

[@bdwatson814]

The cat is trying to escape lol

[@BraveNewWear]

she is always trying to get attention

[@JacobthePoshPotato]

To me, cool requires authenticity. And when the original vision and creators are cut out, it loses that.

[@Lord_Hiram]

I’ve been buying supreme since 09 been to plenty of camp outs supreme is never dead. The issue is that ppl still treat it as a tshirt brand and it’s not. I’ll always buy items here and there because it was a big part of my youth

[@raiinger5203]

There quality is pretty good and I am skate adjacent (bmx) and like the more obscure and niche colabs. They did a Muppets one recently and i don't think im finding a Kermit the frog jacket from another brand thats actually wearable.

[@ben-wm6yc]

I think being cool implies social safety; if someone is nonchalant they are non threatening. If we recognise pop culture signifiers among peers it reminds us our collective viewpoint is unified and relevant. Being cool and perceiving coolness is a calming sensation specifically relating to social settings and peer-to-peer anxieties. It is the collective effort to reject conflict and dissonance within social groups.

[@azhurelpigeon]

Supreme will be mostly dead for several years until the 2010s “hype beast” aesthetic becomes nostalgic, retro and cool again like Y2K fashion is nowadays

[@TRAGICbliss]

20:06 is the most important part of this video.

[@syco_hundreds2661]

14:45 did you just give us Marketing advice ? lol thanks man I really appreciate it

[@Jonfacoustic]

17:46 your cat made a great point about supreme

[@hestiaisbestia2246]

If you do it lowkey, everything can be cool

[@BraveNewWear]

true

[@eugenest6079]

Margiela is cool, full point 😊 Thank you for the video

[@By_ThandoSimelane]

I think they very much a legacy rn but when you buy something you actually like or love.

[@comicog3]

When I was in the city a few months ago, I was surprised to see how long the line still was. Several times longer than ALD.

[@PinkyDaC]

Gonna be interested to see where they go onwards

[@BraveNewWear]

someone commented that they're a neo-marxist brand now, so lets see how that pans out.

[@maxbile121]

love u dad

[@BraveNewWear]

you should be in class right now

[@reagstagram]

Curious what are your thoughts now one year later?

[@lil_693]

I'm just happy that I can finally afford supreme now. 😂

[@reytos03]

I feel like people look at me like I'm wearing a douchy Ed Hardy or Affliction shirt. (which was cool at one point) 😮

[@NarwhalSweat]

In his book, the filmmaker andrei tarkovsky noted that the root of all art’s potency is a combination of 1. dreams & 2. nostalgia! to your point at 10:00 would recommend the book to any art or culture “theorist”

[@shuyuehan6821]

I love ur hoodie bruh

[@Jooonnness]

V sauce edit was dope lol

[@BraveNewWear]

thank u for noticing :)

[@KappaCow]

It’s a very mixed bag, I think the first problem was over production, now it seems like there is no break in between seasons, it’s just week after week after week of lifeless drops, obviously original ideas will run dry over time and I feel like they just crank whatever they can out to throw a drop together every week. I know this is how it’s always been but I feel like they would benefit greatly from maybe 1 slightly longer season a year or something, maybe to build more hype in the mean time. The Rick and morty comparison is very good as well, people think putting on a shitty supreme tee shirt no matter what it is makes them cool. So now it’s just associated with being a tool by mainstream media because it seems like you’re only wearing it for the sole purpose of being cool. I admittedly only started wearing supreme around 2014 when it was really taking off, but I feel like there was still a lot more effort put into the designs and such. I think supreme is still cool but you still have to pick the right piece, not everything is cool just because it’s supreme. I say 95% of what they crank out is trash, but real recognizes real and the true fashion heads will pick the right pieces that will age well over time. It’s like supreme knows they have a bunch of hypebeast fans and feed them shitty pieces and still leave some originality for the OGs. Idk though I suck and typing and putting my thoughts into words but oh well.. I do have a few box logos that I will never wear again because people will just think I’m an absolute douchebag lol, but that’s part of the fashion world, it’s basically investing. I’m gonna stop typing now before I make myself look like a complete idiot… Just don’t make supreme the only brand in your wardrobe and I think you’ll be fine. Great video!!!

[@BraveNewWear]

idk this comment doesnt suck dont doubt yourself - sometimes fashion is a 2 way sword. You want people to see your clothes and what you're expressing but brands like Supreme have such a warped public perception its hard to turn back the clock and wear any of the pieces without all the baggage

[@patrickyoungkin8184]

Same people who say "supreme is dead" are the same clowns who just started rocking the stussy 8 ball design 3 months ago. Bunch of cornballs.

[@drew1566]

I like that Supreme is dead because other people stopped wearing it

[@aayushlamsal175]

I really like your view at the end

[@vioofrmtha6ix370]

It never died….just cuz hypebeast couldn’t make money on it doesn’t mean it died…they are not the gatekeepers to fashion the streets are

[@WhatsUpDivv]

Thank you Brave New Wear

[@BraveNewWear]

ur welcome

[@understitchYT]

Absolutely fantastic video BNW, I think Supreme could easily regain relevance in the underground scene, theyre already selling their odd products branded again, but I think they need to be careful about ubiquity because imo that was a huge factor that made them uncool in the first place. They had no limit on quantity of product sold, no main vs diffusion lines to segregate it to protect the brand. This time, they could really do with limiting the collabs, limiting the releases once again, or simply making a mainline and a diffusion line to bring back that exclusivity that once had their brand attain the cool factor in the first place. That and honestly, they could invest in a differentiator. Simply their brand name printed on products maybe is a harder sell than if they add in a tell. Like with Essentials and their tag on the hood. If Supreme was to bring in a differentiator in product like that, I think it would help evolve the actual garments to something that is, like their original designs, just that little bit more desirable than what is currently on the market

[@BraveNewWear]

i honestly wouldnt have thought of a diffusion line for Supreme and I think...its probably a long shot tbh but an interesting proposal none the less.

[@florianpeter7045]

I feel like you most have very low self esteem if you wouldnt want to wear something you basically like because the brand that released it isn‘t widely considered as „cool“ (anymore)

[@dankengineedgy4406]

Definitely one of my favorites from you

[@BraveNewWear]

Dank I agree I think the videos are getting better

[@memecall221]

Iam gonna need Christian to write a book about Fashion. Amazing video.

[@BraveNewWear]

with a capital F. Well, its going to help my pitch at Penguin Random House if i have 1million subscribers so everyone do there part and I'll write the book.

[@diegogomez6166]

I think the appointment of Tremaine Emory is actively saving supreme

[@smokehead3x6]

Idk about that, I hate those strobeck zooms, it was ok at first but now I can't finish a SUPREME video. Love Aidan Mackey and Ben Kadow, without them I wouldn't even bother

[@KzudemRiM]

i bet supreme will have a crazy comeback once the fashion cycle catches up again xD just give it 5 maybe 10 years. people are bashing heads for y2k atm and are already r yearning the tumblr era

[@yuzip]

coping supreme right now is a risky venture, no guarantees that it will be cool among mass consumers again, but I doubt supreme resellers ever going to die out so it basically puts it into high price-low reward category which isn't appealing to any collector or mass consumer so by the end you can either eye glaze their most coolest pieces with reseller price in thousands or enjoy quirky designs about which no one really cares about

[@BraveNewWear]

kinda tragic but i think you could be right. I guess ultimately supreme is probably better off not being cool among mass consumers anyway

[@frankiewild9931]

If you want my opinion, ever since supreme sold their company to vf corp, it feels a bit more available, yet I don’t see a lot of people wear it because it’s still expensive, the quality went up a tad bit just because vf corp owns it, but I feel like the overall theme and creative direction died a bit once the original creators gave way their company, because now it just feels like vf corp is trying to replicate what they would make, it no longer feels original, it feels like a money grab now

[@SDG951]

In recent years, streetwear/high fashion clothing consumers have been more concerned about perceptions of a brand or how people will perceive them if they are wearing a brand than the actual design. Brands and designers used to have dedicated fanbases obsessed with a brand's aesthetic and philosophy but that's been lost since the internet where everyone can engage and consume a brand from a surface level. (this has lowkey caused the death of good style as well). With that being said Supreme will always be cool to the people who always cared and liked its designs, who took the time to look at all the pieces each season, who watched the skate vids and knew the skaters on the team, who researched the references, who were introduced to new movies, artists, photographers and music through the brand. The people who spent a couple of years buying the brand as a status symbol and who only bought box logos / hyped stuff don't care anymore but they were never cool so who cares 🤷

[@nicslik1]

I love certain supreme items. But I've always loved supreme. Buy a lot of supreme. Always wanted it when I was a kid now I can afford it. I do longboard. Consider myself a skater

[@nicslik1]

Also love under the lemon tree, by the fire place, and want to try the coffee time scent.

[@BraveNewWear]

longboards scare me so props to your bravery

[@lilbeanshawty]

Who gafff , they dropped a Kurt cobain shirt that shit go Hard

[@BalazsSebok666]

Your content is great

[@TheSeimonster]

Great video brother

[@BraveNewWear]

thx brother

[@TITANKINGPHAROE1]

I been wearing supreme since they were called dada supreme

[@danielchen1813]

Nice 👍 🎉

[@BraveNewWear]

very nice even

[@evant6288]

Im actually shorting the Supreme stock so id like to believe otherwise.

[@BraveNewWear]

we'll see who holds out the longest and ends up the warren buffet of clothes.

[@unikat-clique-9671]

i luv preme, there designs, quality are unreachable. btw some fun stuff like a japanese paper lamp is super cool

[@Andrewcantron7]

i told you not to make this vid bro i just started wearing supreme to the skatepark again without feeling like an asshole or bad at skating

[@BraveNewWear]

SORRY JUAN I DONT DO WHAT IM TOLD

[@Andrewcantron7]

@@BraveNewWear oh so hes a badboy XD

[@Andrewcantron7]

how very subversive of you .... ***waits awkwardly then tips fedora with conviction***

[@casualsuede]

I'll never understand the streetwear trend as someone who hates logo advertising. Some of the lowest quality clothes from higher end brands like Chanel, Givenchy and LV are the ones with the biggest logos on them (the most garish of their lines) yet they were some of the most overpriced, hottest selling things. I'm glad I don't chase clout and buy classics that aren't cheap but is under the radar. I love labels, not logos.

[@user-by1zn6hq5p]

Because people would rather spend money on the logo . Why would you spend $1k on a hoodie to look like a generic hoodie from walmart?

[@DetroitNinja]

NOPE

[@Ohanzea]

Just grabbed a supreme grail for me the hellraiser football Jersey

[@bruanski6131]

Great Video! But where is that hoodie from?

[@BraveNewWear]

yzy gap 😏

[@andresmorales68]

My boy didn’t fail a single vocab exam 🤧

[@martro_]

so is supreme cool again or not???

[@BraveNewWear]

??? good question

[@trevormoulton2720]

Awesome video!!! I would highly recommend looking at the book "Status and Culture" by W. David Marx. He's the same guy who wrote Ametora, and I think people who enjoyed this video would be able to find similar enjoyment in that book (the status and culture book that is).

[@syco_hundreds2661]

When I think supreme is falling off they drop another Collab or cool pieces that makes me think otherwise 📈

[@2ezsniper83]

great video

[@Mister_Phafanapolis]

@15:12 Volkswagen Phaeton: cool Supreme: definitely not cool Coolness is an understated elegance and refinement not seen to the obvious eye. Supreme made their bones by putting a logo on everything: gauche, disgusting, low-class. VW made a $100,000, 5000 pound luxury sedan with a 12 cylinder engine that looked like a Passat. If you know, you know.

[@Eggp]

Tbh the nail in the coffin was the Louie collab

[@scottc878]

This guys like a less Effay version of Reviewbrah. Love em

[@AcroMk7]

I don’t think it’s dead either , I’ve started collecting in 2017 but I’ve known about it well before then and have always admired the older pieces. I do think it’s not necessarily the hypest brand but that’s not bad because the people who actually like the brand are able to focus on it. I’m still actively buying and keeping up but I would say as my style has grown i have been looking for more of the standout fashion pieces rather than the loudest branded ones. Looking forward to undercover this week.

[@user-fe8eb2nd7o]

lost me at 11:00 😣

[@bryanmarcia4104]

Peak was 2016-2019 after that it kinda fell off alot😢

[@kneedrag]

supreme been cool for about a year maybe 2, at least for me

[@BraveNewWear]

AJ pizza, why didnt you tell me 2 years ago i could have made the video then!

[@JohnDoe-mp1yn]

yo wheres the stream link?

[@BraveNewWear]

Yo sorry here it is www.youtube.com/@thebiasedcut

[@OwnD1]

hey Christian, IM PICKLE RIIIICK

[@BraveNewWear]

I’m pick Rick owens