How Supreme Built A Billion Dollar Brand Empire

Apparel brand Supreme started as a small and edgy New York City skateboard shop in 1994, and with word of mouth marketing and a product-scarcity strategy, it has grown into a global brand with a cult following and a billion-dollar valuation.
Since its conception in 1994, underground streetwear brand Supreme has transformed from a small indie skateshop in New York to a $1 billion global company with a massive following. Some have equated Supreme’s success to the scarcity in its supply, often creating spiraling lines of people camping out in lawn chairs all night, making their items skyrocket in resale value with quadruple-figure price tags.
Founder James Jebbia initially justified their limited supply as a way to avoid leftover items that no one wants, however this has strategically resulted in instant sellouts when new product lines are released. Desperate for apparel ownership, Supreme’s cult-like following of "hypebeasts" has purchased every obscure accessory from fire extinguishers to nunchucks and crowbars creating a global phenomenon that is attracting copycats and underground resellers.
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How Supreme Built A Billion Dollar Brand Empire

[@demstaincanada]

Answer: hype culture

[@knockhello2604]

Simple.

[@campkira]

not anymore since the company is become mass market... but yeah still only sell at someplace incertain time

[@2rad2besad45]

You mean odd future

[@camilogomezkeep2324]

This brand is the perfect example on how society values something ordinary.

[@blackmagic1371]

& how quickly people disregard a human life!

[@tlili3990]

yeah. pretty sad

[@swoletimeappareltv9655]

Big Facts!!!

[@Scholarvine]

This video is a disappointment because you’re basically telling us what we already know. Yes supreme only drops on Thursdays and has an insanely dedicated audience. But how did it all start? When did they first go viral? 2012? 1996? What played a part in their initial success? How much were they retailing for at first? What celebrities help create a buzz for the brand initially? Smh, this video just flops.

[@Justin-ev8nn]

Check out Hasan Minaj’s Patriot Act on Netflix. He did a segment on Supreme that explains it way better than this video. I think all of his videos are on KZbin as well if you search up “Patriot Act Supreme.”

[@johmhelen6191]

Tyler the Creator is the reason Supreme is worth billions of dollars

[@shaqmaverick]

Ask Patrick bet David at valuetainment to uncover this. You wont be disappointed

[@salv9]

Peter Eze amen!

[@samuelleumas9964]

This is interesting for people who don't really know much about what supreme is, besides a well known very expensive brand

[@adamtrew8106]

Supreme mastered the power of marketing. I wish I had a company like this

[@IqraKhan-vc7lo]

As a millennial I'm waiting for natural selection. Imagine telling your kids you dropped a $100 on a brick with the words "supreme" on it...yikes

[@fredk6992]

Then imagine them selling it for double

[@VintageToiletsRock]

@@fredk6992 Better sell it fast before Supreme prices drop like a brick!

[@txbroseph2659]

@Yensen Connor yes, all the people protesting the lockdown

[@glipk]

Same here. Also I love your username. Kpoop is cancer like the hypebeasts

[@Music4krista1]

Facts 😂

[@shawnmoney8055]

I think this is about 3 years too late.

[@gx.santiago6842]

shawn Money when everyone tried to flip everything , no matter what it was

[@1stAma]

This is the most depressing thing I've ever seen

[@leonidnikitin4245]

It's like the years before the fall of the Roman empire..

[@antonywarrior]

Ok boomer 💀 😬 🤦‍♂️

[@NguyenTran-fv2rk]

Imagine being a broke boi

[@richardmollberg3096]

indeed, but your comment made me laugh! hahaha

[@richardmollberg3096]

@@NguyenTran-fv2rk why not, its probably better :)

[@amigillo]

ChinaTown seen to have an unlimited supply of products lol

[@Swrvn]

amigillo fakes lol

[@TheMarkpee]

Dude told me it was all legit...

[@syl2169]

@@Swrvn and the real products are surpirsingly no better lol Paying hundreds dollars for laser-printed logos, some people are really dumb.

[@johnpatrick5282]

@@syl2169 bro you have the most educated comment I've seen on here props to you....

[@johnpatrick5282]

@@syl2169 I'm ashamed to say I'm the same species as these people....

[@nickylarson4283]

Supreme logo looks like the brand of my cheap local supermarket. Never understood how people want to buy this?!

[@hampaw]

So SUPREME hate fakes but can uses someone art design.

[@JoshWaller]

ham paw You must not understand how it works, all the art they use is licensed.

[@RL-ww5ev]

@@JoshWaller you must not understand. hes not referring to the art they use on t shirts which is licensed. rather the actual design they have is based off of someone else's design

[@nathmod2198]

@@RL-ww5ev White text on red background is not stealing, Copying the exact logo is stealing, am I right?

[@corricorricorri]

@@nathmod2198 They stole the artwork of Barbara Kruger, take a look at her work and you'll see it's a little bit worse than "great artists steal"

[@JoshWaller]

John Patrick That is a stupid comment. You are clearly very stupid if you can’t understand what I meant.

[@Iifeandmoney]

I want to see a documentary of fools bought this brand with regrets on their faces now that the hyped died down😂

[@mike-qb3kz]

count me in

[@Brian-jp3wt]

Saying supreme doesn’t do marketing is stupid. All these celebrities and Kanye west wearing it is all the marketing they need. That’s the way to market.

[@yunan9610]

Do they especially spend money on advertising?

[@farhanhaider5652]

Yunan β Celebs don’t wear your brand for free

[@fleischwolf82]

@@yunan9610 Check the video. The New York Post frontpage is an ad!

[@billstreet5043]

@@fleischwolf82 that was something that supreme made

[@alystdesign]

this is also the reason why branding is powerful. sometimes, people don't know they're buying something that is made cheaply but sold at an expensive price. they would buy anything with that "Supreme" logo attached to it.

[@williamwilson6499]

Remember Beanie Babies? You don’t have to be good, just know how to influence the moronic Masses.

[@SeaJayBelfast]

I thought the whole Supreme thing was over

[@adriangutierrez3196]

It is, currently I haven’t seen anybody other than a 40 year old dad trying to be hip wear anything that is supreme. Some people do wear the less loud pieces that actually look fire, but the box logos aren’t that cool anymore imo

[@SeaJayBelfast]

@@adriangutierrez3196 Thought the whole 'looks fire' thing was dead too

[@JAG214]

@@adriangutierrez3196 Your right and wrong yes supreme hype has died down a bit then before but you still have people who are still willing to pay for the box logo or the less loud pieces

[@zbridgjpxupzm]

The initial wave is dead but you have to wait until every brain dead sheep catches up to the hype and goes through the cycle...

[@mydickinabox6129]

Carson Nelder imagine calling another man a 'virgin' for using out-dated slang 🤣🤣🤣 you must be great with people outside of social media

[@mikegeorge991]

How can a species be so smart to where they can split the atom, walk on the moon, and etc, but also be so stupid and foolish at the same time... We are an amazing creature 🧐😂😂

[@jon-unicorn-doxxer]

Please, there's a current trend of flat earth believers...

[@johnpatrick5282]

I'm very shocked how many people think they're educated on here that are supporting this brand spending their parents money and thinking they have culture from wearing a t-shirt they say the quality is worth the money you keep doing you brother it's nice to see there is still intelligent life out there....

[@Khymeira]

We are an amazing contradiction!

[@Lia-hd7rh]

the sheeple will always exist

[@slinertheonegod2211]

John Patrick it has nothing to do with anything you said lol. It’s wearable art people set the prices on these things because of cost and demand like what are you even saying have you never gone through a high school basic economic class? Like there is nothing to bash on..

[@oscarrimore]

Guy: I would never wear a fake , I don’t even wanna see a fake Also Guy: Artists copy other artists so it is what it is

[@ridafatima9583]

Supreme: literally red box logo with white text. 9:35 Guy: supreme is literally pushing the limit and defining street fashion. I wish I get a partner half as loyal as these Hypebeasts are to supreme

[@mike-qb3kz]

ikr

[@9lol]

not all of their products are box logos..

[@poodudeelite]

consumerism at it's most extreme.

[@brittonporter5063]

poodudeelite at its most supreme lol

[@antonywarrior]

Ok boomer, when you don’t got 💧 you be loading up on the 🧂

[@Mai-id4fw]

If a brick and plastic bag can sell, imma sell air 😂

[@Rapha187]

Mai 3 the gasstations here do that already. In Western Europe we have to pay for air when we pump it into our car tires

[@Mai-id4fw]

Well that sucks. Our gas station offer free air.

[@2sickjay]

They sell air already.. 2 Chainz showed it on his show

[@JAG214]

You get a L for this because they are already selling air and all you had to do was google it or youtube it

[@Mai-id4fw]

@@JAG214 L for idiots who bought air 😂

[@gamefoorum]

So basically what makes supreme special is, that those who buy something knows that there's stupid people out there which will pay way more for it

[@seanc6760]

You can make a custom shirt exactly like this for under 10$.

[@kevjmu]

Low quality shirts which cost $2-3 selling for $32 and reselling for over >$100. Don’t believe the hype 👎

[@Vernardo]

That was "Overhype", looks like they can't cool off the hype after all!

[@JAG214]

Supreme is a hit or miss when it comes to quality

[@ScottyByrd]

JAG214 I love their hats and tees

[@whitespacecollective95]

Supreme actually uses some of the best blanks for their shirts/hoodies, factor in overhead costs, that $2-$3/shirt assumption is probably way off.

[@stevienguyen2047]

Whitespace Collective well its astonishing less than the overpriced amount they charge. And not just understandably more overpriced, but ridiculously more overpriced.

[@EnderDeath5000]

y’all didn’t even mention how supreme started off as a small skate shop in new york and how they always try to touch back on their roots from time to time

[@miguelmartinez-go6mb]

Right same with thrasher

[@grimalpha6338]

For everone saying supreme is just a cheap tee shirt you dont get the concept of hype culture. It's the same way Apple can sell 1,000 dollar phones while other companies can sell for cheaper with sometimes the same or even better quality it's more of a status symbol and what it stands for than the actual quality itself

[@adambarnsdale2784]

All skateboard stuff coming out from 1994 to 2000 was almost like designer quality. T shirts mad thick

[@musawirahmadi4867]

MANS WEARING A SUPREME BANDAGE LMAOOOO 1:20

[@gx.santiago6842]

Those 2 guys act like every items resells

[@mirianadimitrova2112]

It was so funny when people were actually surprised that the Chinese counterfeits were the same quality as the original Supreme... Umm.. where do you think they`re all made at? Also how hard is it to create a stamped on T-shirt??

[@vikasahlawat01]

This proves wisdom is going down everyday

[@triofficial8742]

Vikas Ahlawat how many times will I have to explain. If you like a product, the expense doesn’t make you less or more smart. Just respect what products people like.

[@ciaojeffitalia]

Am I watching a "Beanie Babies" replay ?

[@brandonpuckett4224]

WHO IS RESPONSIBLE FOR THE PITIFUL RESEARCH BEHIND THIS VIDEO 😭😭😭

[@mindsinmotion2825]

I believe that people's focus on Trends, fads, and brands to look cool or as a means to identify themselves distracts those individuals from experiences that creates true lasting value in life.

[@werwar27]

I think its compensation, they cling onto brands to feel good about themselves. Its also easy. They can let the brand decide their fashion for them, they just pick and wear, no mixing and matching and scowering stores to make good sets of clothing

[@jujubean8870]

The fact that a clothing company can cause this much vitriol in the comment section by literally doing nothing extraordinary is pretty exceptional and admirable. In that regard, Supreme comes across as a successful street artist disguised as a clothing company.

[@chillyourself5208]

What does street art have to do with this video?

[@chillyourself5208]

@s cee And your just as dumb as the original poster if you think anyone associates Supreme with 'street art'.

[@saran5263]

How is it exceptional and admirable? The video is literally about the brand so of course people in the comment section are going to be talking about it.

[@boomsuga]

I like fakes. I’m not paying $1000 for a t-shirt

[@lijie6431]

Yes you are

[@SuperCR45]

And if we see you we will clown you

[@bloodycinephile]

I wouldn't buy fakes But lately I have been buying no brand made in China clothes on ebay cause they're cheap. I do recommend you stay away from made in china jeans they are always low quality. But stuff like tshirts and hats you'll be able to get for a lot less compared to buying brand name. I've also gotten some good quality jewlerly. I figured it would be cheap costume jewlerly but no it's nice and sturdy.

[@allahbless2278]

@@SuperCR45 Cringe

[@hashly8521]

SuperCR45 Sorry man but we not wasting a whole weeks check on a simple shirt

[@fifafan1]

From an investors standpoint I can understand buying and flipping the stuff. But I don't understand buying something that with use will decrease in value

[@rosenkruez2]

How did that kid make 10k for the summer? especially when the supreme resell market is crashing. You used to be able to sell any supreme items at a markup price but now only few items per drop can be sold with a markup.

[@tntsquad1876]

Lmfaooo facts biggest capper

[@ResurrectedSocks]

rosenkruez2 exactly it’s a over saturated market

[@noob.168]

Bs obv

[@roninbushito]

He sold crack on the side

[@ihsankhwaja4434]

Who else is watching this after taking an L on snkrs for the TS6

[@drewconway7135]

This is just as stupid as the handbags profiled here a couple weeks ago, if not worse. If you’re buying a brick or a crowbar (ffs) because of the logo, the joke is on you. And you’re going to be left with a pretty brick or crowbar that isn’t worth beans when the music stops.

[@JKIZZLLE]

Drew Conway exactly , this model of reselling for 6x more is not sustainable. Once people stop caring about supreme all their merch will be worthless. Worth as much as a brick or crowbar

[@mike-qb3kz]

why would anyone buy supreme bricks

[@MrBlaze256]

this world is going nuts

[@Ramosd87]

These people are right off the assembly line just like the products themselves.

[@sophiaatn5339]

Thanks for the business tips

[@saiman10]

Uniqlo t shirts have better quality than $38 supreme tees

[@ScottyByrd]

Saiman Rahman 😂 nah fam

[@mr.knottyostrich8516]

Still need that benjamin basketball to drop this season

[@Gd-jq6mz]

Supreme is just clever business and that's it.

[@MsMrapplepie]

Gonna fall harder than Ed Hardy

[@tasham7874]

Sooo Supreme is the beanie babies of today? Down to the business model. Limited releases to get people to buy more. Hype up the aftermarket sales so people buy even more as 'investments', bringing up sales and profits. Though that aftermarket bubble always bursts.

[@Santi_fernandez-_-]

Yo at the start bro spit bars

[@FinancialShinanigan]

A brick? A BRICK??

[@IsaiahGamers]

Brick smarter than a hypebeast brain

[@twilastube1145]

Ikik

[@a.ffirmative]

So basically using unreasonable prices to buy unreasonably limited products that are unreasonably cheap to make

[@EpicTime33]

Everyone : We want supreme !!! China : Hold my Kung Fu

[@pritalbamnodkar2620]

I didn't knew supreme was this big. We actually have their factory in our city.

[@tenciaga]

Supreme is like the supermarket of Streetwear, it's simple enough that everyone can understand it but not good enough for high fashion.

[@crizbit9746]

Supreme be like: yeah just add our logo to that atomic bomb, everyone’s gonna buy it.

[@jojob6703]

*At first.... "I would never wear a fake. I can't stand fakes." But then just seconds later after mentioning that Supreme actually copies/steals themselves ... "Good artists copy great artists, steal. Like that's just kind of the name of the game in fashion."*

[@j.a.c.k7838]

0:44 those odb shorts look fire

[@wenwang9049]

Worn supreme = priceless Worn Rolex or luxury watches = holds or increased values

[@jonvici]

The beginning🔥🔥🔥

[@XOPOIIIO]

It's just a T-shirt.

[@foodnep1804]

1 st one to comment :) love from nepal

[@17teacmrocks]

i saw these being sold by an ex-kpop celeb who opened her own store maybe 2 yrs ago and it wasn't that big. all of a sudden, everyone in china seemed to have the same gucci shirt or supreme.

[@KhyoKytoo]

Fun fact: supreme isnt that expensive but yet if i wear a box logo that i got for 50 people think i bought it for 500

[@deemane10]

35 $ items flip for 600$ + trapping dead retail flip were its at too bad I live in texas 😭

[@sshah5893]

From learning about marketing/ sales in business, its sad to see the impact it has on human beings. This shows that people are willing to do or become anything in order to "feel good" about themselves.

[@whitespacecollective95]

LOL 0:18 "enter lotteries" showing a VLONE wrist band.

[@avstincoleman]

I get that they say that supreme doesn't spend money on advertising but they have to spend some kind of money because they have there own metro card and put their logo on the newyorktimes that might not be considered advertising but for me it kind of does.

[@danteflores8190]

0:19 Video about Supreme, shows a VLone wristband that has nothing to do with Supreme

[@mike-qb3kz]

ye right lollll

[@mat_leo]

If you think the people who are buying supreme don't make sense, you're half right. The world has always made sense, it's your model of the world that needs to be updated.

[@Hamzakhan-dt3gv]

Interesting video

[@ncbming]

FOR LAST AND FOR ALL.SUPREME IS NOT EXPENSIVE.DID THE COMMENTS EVEN WATCH THE VIDEO?SUPREME IS NOT EXPENSIVE BUT THE RESEL PRICE IS.

[@jaredtully1198]

ncbming The only way most people can buy supreme is through said Resale markets, I seriously question if YOU watched the video. Since The majority of people who wear supreme have to buy it through 2nd hand sellers it’s crazy expensive !

[@MarcosJBOfficial]

Who’s watching this when supreme is dying

[@mochitakoyaki3226]

Supreme can’t die cause its a brand not a living person

[@e3ng682]

Mochi Takoyaki he means the company is going downhill or losing money

[@mochitakoyaki3226]

casious drew do you really think i dont know that

[@e3ng682]

Mochi Takoyaki kinda

[@stormrider01]

The problem is that Supreme is NOT a registred brand with an R, so these "fakes" outthere are considering this not fake, they simply dont come from Supreme New York.

[@HalfLife333]

I never heard of the brand. But great video!

[@ethandumas6937]

In ten years thrift stores will be called supreme stores

[@Cherokee9etherChoctaw]

Branded is a great documentary

[@clairedubiel6226]

I love how the supreme logo acted as a literal red flag when I was dating. Not interested in people obsessed over an grossly overpriced brand. Thank you, next

[@jujubean8870]

Supreme isn't overpriced, though. It's very affordable. That's the beautiful irony of it all.

[@chillyourself5208]

@@jujubean8870 Dude the hairbush that dropped yesterday was 98$, normal price before collab was less than half that...Overpriced.

[@GG.510]

Lol out at the same time as today’s drop coincidentally

[@youredenied6561]

I love counting sheep. It puts me to sleep so fast 🤗

[@harrypage685]

Did I see an embroidered boxlogo on a tshirt Bruh

[@sniperjsn7915]

Harry Page my exact thought

[@akzidentz0]

"those things will be in museums in 50 years" - LOL , not its just a smart business model to make you think that "these things will be in museums in 50 years" :) Like any kind of collectibles, even digital items in online games, at some point it all becomes useless, because it is not art or design, it is ONLY logo.

[@mxdici]

Supreme was last year Y'all should of made a video about fashionnova

[@Phlegethon]

So it's like beanie babies for adults? Oh these were the same kids who were gonna get rich off their pokemon cards.

[@paddyharrigan1530]

Phlegethon except people really make money

[@Phlegethon]

@@paddyharrigan1530 I made money off pokemon cards too, but the guy with my pokemon cards sure isn't making any

[@CharlesCampo1]

my cousin works in a factory in vietnam, he can make box logo t-shirts (same materials and print quality) for half a cent each

[@NbaLive4ever]

Holy crap this is insane 👀

[@secret222]

But does he have the CP Supreme Ecstasy pressed pill

[@keysersoze4388]

This is Tulip Mania all over again.

[@imoddi]

I have never heard about supreme! Many for you can’t baying it in shops here in Norway!

[@fredericbeigbeder9119]

In Austira you get Supreme Logo stuff in New Yorker Stores, a low priced discounter of cheapest fashion

[@karansingh-bg5jj]

I breathe supreme air everyday.

[@poisonousmedicinejnb]

The House of Diesel began the minimalist Red and white popping logo. DIESEL for successful living. A far out and high quality, chic and cheapish styles. Low key best clothing brand since late 80s-90s rave culture. Diesel still remains cat walk apparel and worthy in both fashion sub cultures.

[@Good-ke5tk]

That hype tanked down 🤣

[@flagship21]

Its like when guys where fighting for the nike with the pigeon

[@lmlmlmz]

8:37 good artist copy, great artist steal. but they hate copy and fake? hahaha

[@roycecute17]

Obviously they're idiots

[@chrispowers187]

I can't believe people pay that much for just a word. I'm guessing most of them live beyond there means. Some of the Supreme prices you could put a down payment on property. Property holds it's value way more.

[@KenGutierrez01]

Supreme.... the hype will not die because of hype

[@hayinka7691]

i get my supreme gear from china with a fraction of price. and the best part about this, people can't even tell the difference whether its legit or fake.

[@ericulric223]

I need a citation for the claim that the fashion industry spends $500b a year on advertising. Somehow that doesn't seem valid. And making exaggerated claims is what helps inflates claimants. If enough places repeat the same lie it becomes real and the whole market becomes inflated.

[@benneyboon24]

Supreme only got big when people saw celebraties whereing them.

[@josepharujo]

LMAO that first box logo they showed

[@gabrielacortez1793]

My 8th grade tech teacher was friends with the CEO of Supreme back in the 90s