Is This the Slow (and Painful) Death of Supreme?! | UNSCRIPTED

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Join us as we explore the intriguing decline of Supreme, the iconic streetwear brand. In this opinion-based video, we delve into the factors that contributed to Supreme's challenges despite its ongoing relevance. From being a trend rather than a staple brand to shifting consumer preferences and the impact of the economy, we dissect the critical issues Supreme faced.
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[@verbage432]

I think it’s less of a Supreme thing but more so the streetwear industry as a whole is facing a decline. Every Nike silhouette is fatigued out, once grails the Dunks and Jordan 1s are sitting on shelves. Adidas is literally on fire. And all the kids today are more interested in dressing like mountain climbers than Skaters.

[@THECASUALco]

I find this accurate and, more importantly, HILARIOUS.

[@gorillasblue]

last sentence threw me. mountain climbers?? what

[@IrvineIkari]

@@gorillasblue Arcteryx, CG do be dominating rn lol

[@peqii5583]

@@IrvineIkari don't forget the Salomon

[@kingtrawal]

you literally need to learn how to use the word literally.

[@inui12494]

Supreme is not dead. Its just not hype anymore.

[@oliverphommavanh2770]

Facts

[@mattsotelo3784]

Exactly

[@tieuquylinthinh9049]

is good because i can afford the brand

[@getpape4126]

It’s dead asf I haven’t seen anybody wear it in years forgot it existed

[@cowboy2305]

I live in North Carolina and I see it often enough…..

[@TastesGoodYo]

It makes me enjoy Supreme's latest collabs and stuff more because its not hyped. Makes it easier for me to get designs I enjoy without battling sneakerheads!

[@jonathanlee5818]

I've worn supreme before the hypebeast days and still wear it now. I have to say their stuff has been pretty lacklustre as of late but every now and then they release something that I really like.

[@e36boy]

I recently had a vacation to Osaka and bought Supreme, to me it was more accessible than when I went to Tokyo in 2017. I bought a hoodie with a minimal branding and a denim jacket . I like the brand more now.

[@Devananta-Rafiq]

Nice

[@hydrakn]

became boring so fast, I drive by their shop and it feels like passing a wal-mart

[@Devananta-Rafiq]

Just want to drop an appreciation for all your work, Reggie! Thank you for always making a comeback here on KZbin. Many of us look up to you. I hope everything is getting better for you and your family there in Japan!💫💫

[@irossoneri99]

The collaborations are there but the execution isn’t

[@memopinzon]

Nature is healing...

[@susanma4899]

I have absolutely no connection to this, but I still enjoy watching the videos and reading all the comments. I learned some new words.

[@Rudenbehr]

All of your takes are spot on, wow. I honestly just don't care about anything Supreme does anymore. The brand feels too childish for my tastes now and I gravitate to Uniqlo, Gap, Adidas, etc for my basics. I still wear my box logo beanie sometimes out of nostalgia for 2019.

[@Kylirr]

Cute icon

[@Rudenbehr]

@@Kylirr u too

[@Dogbreath921]

They made history ,,,they made a grip ,,,but it's game over

[@y-adouradou446]

I feel like Supreme is just gonna follow the same road as what Bape had to go through when it was sold, it's kinda normal. It kinda lose its soul, but the brand is strong, it still sells numbers. They gonna go through a bunch of changements through the years coming but I dont see them really dying anytime soon, it's just gonna be another "good" streetwear brand, without all the hype, but still strong. And to be fair, Im pretty sure VF corp knew it from the get go

[@wheresmyrooptoff4056]

I think the only worries that were "validated" when Preme was bought out by VF Corp are the worries of people who clung onto it for hype and status. Anyone who has paid attention to Supreme as a brand since the hype started dying down pre-buyout, would understand that it has stayed true to its skater and street culture roots. The collabs have honestly improved greatly since acquisition by VF, both in appearance and meaning of designs. Watch any skate films from William Strobeck and see how much skaters still wear and value the brand for its heritage-- it's really clear it's not dead for the core audience. The people who left during the stage of Supreme as a trend have mostly returned. Sneakerheads (who actually care about the culture) and streetwear enthusiasts (especially those in Korea and Japan) still love the brand. The people that Supreme is targeting these days is pretty clear. I think the one thing we gotta worry about is whether there's any chance they'll make the mistake of falling into the luxury streetwear trend again (or any other things that will separate Supreme from its identity.) But I doubt it at this point. They've had an insanely good run of drops and overall collections over the past two years.

[@xaviergreaux869]

This was such a great comment because I think ppl are making it seem like supreme overall was just this trend and phase that has to die because it isnt “timeless”……. But in my head I can see any human being in the box logo T at almost any venue. The sneakerheads and skaters just tucked the gear away for a bit and are back in supreme

[@meltingspot1064]

All the skaters in strobecks videos are sponsored by supreme so of course they are gonna wear the clothes they get for free

[@FkinEndMeFam]

I was in the Supreme store in Berlin the other day and there wasnt even a line. I wasnt even aware they opened one there and I live in Germany. They do still make the occasional banger without relying on box logos or whatever and the store was still pretty full. I think at least here the people buying supreme have not really changed. It's just that they have decreased in numbers. I still think supreme is an amazing streetwear brand with a very often super pleasant colour palette and very nice designs that can be a bit whacky and out there but still have a very coherent design language, at least as long as it stays true to its skate roots.

[@jojoojo8768]

An Donnerstagen gibt es aber soweit ich es gesehen hab oft schon ganz gute line ups, unter der Woche eher weniger und Supreme war in Deutschland (außer vllt 2017/18) eh nie overhyped

[@SuperSmashBrandon]

I honestly think that’s why the Emory hire was a turning point for the brand. The brand realized they were in a crossroads and looked to find a guy who somehow has a clear foothold in streetwear with Denim Tears while simultaneously being high fashion enough to get with Readymade or Dior. Nevermind his work with Stussy who is seeing a resurgence.

[@thealienbros5431]

His first Supreme season is garbage lmao

[@SamSlugg456]

How do you not have more subs?! What the heck

[@brunovazquez1]

Street fashion itself is starting to look wack and tacky.

[@yungbeong7664]

i started getting into fashion and Supreme only very recently and i love Supreme for what it is now. I dont think it was cool in the 2017-2021 hypebeast era but now its much more relaxed, you can actually buy items without having to fight bots (most of the time). Current Supreme to me is a good mix of cool skater basics and here and there some more interesting fashion-y pieces. Supreme helps me develop my personal understanding of fashion and my own desired style. EDIT: Also, i never gave a damn about WHO is promoting something, i couldnt care less if any tyler the creators or kanyes or whomever wears Supreme or something else.

[@burnoutjunkie42]

It depends on their weekly drops, if something hyped comes, the site will break per usual while people whine that they didn’t make enough. We will really see if the brand died during their FW collection later this year. They have to knock it out of the park, no doubt about it.

[@irobbedthebanks]

old fan. now that its falling out of circulation after its VF Corp acquisition, im into again.

[@nick_a_pagan]

I'm seeing stuff on sale that has literally never gone on sale ever. Most brands in most segments are suffering due to the economy.

[@Clouds_153]

I seen someone wearing a box logo at my job. It was so fire I started collecting supreme box logos!

[@khairulhelmihashim2510]

instead of relying on exclusivity and artificial scarcity business model, they can move to the next step by positioning the brand as premium product that rely on highest quality material/design.

[@spareme2cents248]

It’s time to wear back my supreme

[@sbonfye8058]

Bruh the shut been around for 30* years it’ll come back around I remember rocking stussy in 2014 all my skater homies wouldnclown tf out of me but now look past few years stussy made a come back. It’s w/e

[@alejandroramirez4470]

Was stussy selling clothes at the price they do now? I think it was 2 years ago that I bought my first shirt and didn't think they ever disappeared. Anyway what I find appealing is the use of various colors used for certain designs despite many people are plain and go with black or white a lot of the time.

[@danieltaylor211]

Forgot about stussy, it was a decent brand

[@16soccerball]

Im glad the hype died. Makes it easier to buy compared to years

[@Yaguchi_jimia]

Their collaboration announcements every 10 minutes of the day is a bit annoying but I think the brand has just platoed, kinda happy items don't sell out immediately because I can finally cop some nice pieces lol

[@Lelouch12195]

Too accessible and products are just boring now

[@arabianprinceflyeaglesfly1700]

How is being too accessible a bad thing?

[@illusionarytactic]

as i got older i just shifted into designer/designer streetwear, supreme is still popular albeit at a much lower scale as many items still sell out, however it has lost its appeal

[@BlimpCityFeeder]

Hard truths spoken for Supreme Fans. Can't lie, last weeks drop wasn't for me. Hoping this Thursday will be better. As an old-head, wearing F-bomb attire (front/back) will only boost that S. Buscemi 'Saved by The Bell' meme.

[@conan900]

Love this sky is falling attitude people have towards Supreme lately. I'm sure we all know that fashion has it cycles. Supreme is at the end of another one. First was early to mid 2k then it faded then came back in 2012ish and reached it peak regarding hype until about 2017-2018 now it's "dying" again. Sure the situation regarding their ownership has changed, but I'm not counting anyone out and they have too much of a catalog of timeless pieces to ever be dead to me. This all just reminds me of seeing it slow down in the past and people saying the same thing, but on a much larger scale because the internet was not as robust back then with places to discuss this. Mostly just people on the streets talking.

[@jojoojo8768]

It really also depends on VF corp…if they only want to bring up Revenuen by quantity they gonna fck up the brand. The exclusivity is very important. And as you said: VF overpaid…they really felt for the Hype like all the hypbeasts, Paying too much for the hype (like hypbeasts paying doubble the retail😂)

[@vincentlee5998]

Should have gone back to the older history of Supreme in early to mid 2000s. It used to be a staple brand, but lost its way once their designers slowly left to start their own companies. Definitely not good that a corporation owns it now and is just running the same template of collabs but expanding items. Lack of creativity/ innovation has also been lost past 5 years

[@jayep.5328]

Supreme now has a quality issue. VF's acquisition has brought lower quality hats and clothing. The all time greatest 5 panel or Camp hats used to be USA made and reasonably sized are now Chinese made, thin material and toddler sized. They are cutting to many corners and the customers notice. VF has done the same for TNF and Stone Island. it's a shame!

[@kitchenheat]

I was never into supreme cuz I didn't like the image it was building, but they do got some dope ass pieces

[@KmartNinja]

Value of box logos and stuff dropped to an extent.. but I have some pieces that have really jumped in price

[@vmbo]

Supreme Clientele is a masterpiece. Or Master-Piece as that is an amazing Japanese brand for bags.

[@THECASUALco]

I knew SOMEONE would get it. You my good sir get the double head nod for extending the double entendre! Very good indeed.

[@blair821]

Love it.

[@wingstoppapitv3264]

its nice I dont have to fight bots anymore for the supreme pieces I enjoy

[@dice268926]

If a Clothing brand makes you wait (which feeds hype culture) they don't care about the culture, they care about hype. & ppl move on, remember Parasuco? Don't get hyped. Ppl with car loans are learning that now. & they sold the brand like Versace did they're NOT luxury anymore, they're Vans and Coach

[@nigo1]

Just back from Tokyo. Supreme is still strong in there, even Bape, the line up in front of the shops is insane. Of course, you can say that it becomes a business for the tourists rather than the hypebeast.

[@UnimportantAcc]

Definitely tourists. I don't think I saw any Japanese wearing it (Osaka mostly, didn't spend too much time in Tokyo)

[@TheTrueThaiboi]

Old Supreme>New sellout brand

[@Draphcone]

Hopefully less hype means it tries to be more creative to win an audience

[@jojoojo8768]

But also: this Season was Not that great…there were less Collabs and if than only with less pieces. And Tremaine unfortunately didnt Hit with the lookbook as great as I though for my taste

[@bryanflo4500]

I only want the Undercover Seven Samurai tee that I could never get...

[@CaseyStacker]

I've seen it not too much online

[@iraw2x]

Trippin

[@dj51562]

They gotta make their brand more community inclusive..they forget that’s what blew a lot of streetwear brands to begin with..events, cheaper drops, fashion shows etc people wanna feel like they are apart of something, stop all this “you’re not cool enough to get in the party” allure every brand is doing, shit is played out

[@alphadream953]

its just like stussy and bape now, not that bad imo, im surprised it lasted as long

[@sheypandraus2871]

As you get older , you will realize that having huge logos and brand names covering your whole body, is immature and tacky.

[@felixflexin777]

supreme is forever. supreme is for the skater. that's it.

[@thamithwala3011]

If Stussy can make a strong comeback, should we hold our breath for Supreme?

[@alejandroramirez4470]

ever since I bought my first couple things from stussy, I see it more often or could be just average thing in SoCal. Not really seeing much supreme anymore.

[@CaseyStacker]

There are less places to get supreme that's why more places sell stussy

[@AmoraEssentials]

It's dead and not hyped. People have realized they are over the price, and they can make their own brands for way cheaper and look just as good. Plus, the competition for new brands are at an all time High.

[@floridamandan265]

imagine thinking a company is dying raking in 522 million dollars in a year ....jesus

[@THECASUALco]

Actually it only made about 64 mill a year in net income. It’s making a lot but it’s losing money fast. So fast that it’s dipping into operating costs. The 500+ million is a farce and VF Corp is not happy about it.

[@aedwards120]

It became much more expensive than what most people are willing to pay for their items.

[@TyRango]

supreme won’t die, resellers are just mad. i don’t resell and i love supreme. they make great basics if you get it retail.

[@mrotaveria]

Did this brand ever have a cool factor from the start? It seems to me that it was always overhyped.

[@Rooflessmula]

na ill always wear supreme their the only brand thats hype but as tough as carhartt.

[@user-iv1iw5uh7l]

Supreme is just a font if you make your own front it's Dead it's not worth the bill I don't get it

[@otaku0698]

Remember ECKO still sells. South Pole still sells. Price and style. SUPREME to expensive and played itself out. ECKO sells good basics and keeps the rhino logo. More subdued than it used to be but those who liked it in the pass can still wear it. Smaller logos but enough street not to be confused with mainstream or boring alternatives.

[@ReefLV]

Supreme has been dead for years, but as the new generations of kids come up thats what they get into. It’ll never truly be dead, people just get older and move on eventually and new kids become the new supreme hype beasts. Endless cycle rn.

[@shangchi828]

I like Nachos Supreme every once in a while.

[@cyf1434568100]

Never a fan of supreme’s way of releasing their cloth, you can’t cop shit if u don’t have a bot and visiting a retail store is basically impossible for the vast majority due to its scarce location. They tryna capitalize on the concept of exclusivity but every time it irritates the audience, that’s also one of the biggest reason people stop giving a shit about supreme.

[@Snicfresh]

Supreme need to open a shop in Southeast Asia, hugely untapped market.

[@testing6753]

terrible market in my opinion. Most people there would rather spend the money on the cheap fakes on street markets then spend their 3 month salary on a t shirt

[@nurhamizan9859]

​@@testing6753 their shirt is not that expensive . The reseller made it expensive

[@testing6753]

@@nurhamizan9859 Not expensive to western standard but they still are to southeast asia. Also, their fake market is the biggest

[@Rudenbehr]

@@testing6753 Disagree, I resold accessories to SouthEast asians. Not everyone needs to be rich, just enough for a store to be profitable.

[@cyf1434568100]

@@nurhamizan9859if u can’t cop for retail which you can’t actually, then it is equivalent to expensive, logic ?

[@andreharris144]

i will always love supreme

[@tmcz7482]

They will come back when kids who bought supreme will become nostalgic adults! 😊 👍

[@beetlejones2661]

Supreme will never die.

[@krispeekornflex]

Supreme is the best fashion joke ever. They never thought a walmart level logo design would make so many idiots pay big bucks to splash it all over their bodies. I'm still laughing each time I see an idiot feel proud for wearing something with that logo.

[@Bhethar]

Meh, the limited edition economy is crap

[@meltingspot1064]

Supreme is still cool/worn by skaters but for hypebeasts and normies def not as hype with them

[@O.isnumb]

This is whole supreme is dying thing is getting annoying 🤦‍♂️

[@showpentheartist]

I feel like Palace is more relevant these days

[@brokenbiome8505]

Supreme not being as 'Hype' anymore is nice, means I can wear it again lol.

[@advgym]

Tremaine.

[@beardreview]

It's been dead for three years. It has no substance to it. 99.9% items had been vulgar just people riding the hype train.

[@DRIPGOD100]

LITERALLY EVERY RAPPER WEARS SUPREME EVN THE GUYS AT PRIVATE SELECTION…BRO SUPREME WILL ALWAYS SELL N BE WORN

[@sheldondinkleberg4181]

i think if supreme was dead this video wouldn’t be made. tremaine has had an amazing SS23. probably the best in years, and i’m extremely satisfied with everything i’ve bought from this collection. the only people who’ve moved onto the other hype trends don’t matter. celebs are spotted in supreme regularly as well.

[@infinityspin6537]

It's not painful i think it's satisfying

[@kevinle1841]

Drake ran away with 400 million

[@oo7dw]

It's experiencing the same exact thing as BAPE after Nigo left. It's simply just not the same anymore with recycled designs and OGs have simply moved on.

[@southernpimp5252]

Nailed it.

[@kevinle1841]

The outcome of gen Z

[@unicornlens]

Supreme’s clientele will be grown-ups aged 37-62. Just saying.

[@efraindiaz4448]

Supreme is for skater's again.

[@1dazaraza1]

Haha, supreme clientele, did you mean to do that?

[@THECASUALco]

Of course! GFK is an underrated GOAT

[@AlexEpikGamer]

Supreme is gonna stay here for awhile people just don’t wanna pay for absurd 😂prices! Supreme will only be for the rich.

[@8ddn]

I hope you realize the difference between retail price and resell prices, you are telling me 30bucks for a tee shirt is for the rich???

[@JoeyLevenson]

Yeah, Supreme isn’t badly priced, it’s the resell crap.

[@JoeyLevenson]

Yeah trend, flex, drop, who gives a crap. Buy what you like. No one cares anymore. People who give you a like and move on. Oh, Supreme is now going to open a store in Korea, and next, in China. It’s like Bape, same old stuff again and again.

[@djjrfromred]

Supreme is not dead it’s actually more expensive 😂

[@rasmuskofoed7131]

Mate supreme, is dead.

[@deltaechoproductions]

Ive never heard of this. Looks like more cheap chinese crap

[@SKBSKBSKBSKBSK]

Trash brand.

[@raw1023]

Supreme is DEAD …aka “resellers are mad bcuz they can’t get $800 for a BOGO hoodie anymore” 🤭🤡🤡

[@SonOfOdin777]

Who cares? Jebbia got $2B, he can make like 4 different brands, cater to different markets, bribe Travis Scott with $10M, dress him head to toe, and sell a bunch of shit, because y'all think it's fyah. NPCs.

[@THECASUALco]

Who is "y'all"? Most our community doesn't even mess with Supreme. We cover the relevant topics in fashion not what people should wear. Your opinion is cool without the attacks. I, personally agree with everything you said, up until calling the lot of people you don't know NPCs.

[@SonOfOdin777]

@@THECASUALco my bad Regs, I thought it was obvious that it wasn't addressed to THIS specific community (which put a lot of effort in research and new ideas) but to the mainstream public in general. My apologies! Edit: we certainly have an NPC population in the world. Just look at the % of ppl that got the jab and were more than ready to destroy the livelihood of others that didn't accept the mandatory legislations, at least in Europe. So nah, won't be apologizing to those mfs ever.

[@THECASUALco]

Oh. I got you! Yeah don't apologize to them! Although you gave us a wonderful idea for a new topic to discuss!

[@SonOfOdin777]

@@THECASUALco much love Regs!

[@yralim7482]

i like supreme still rock em im not even a hypebeast,im glad the brand is much accesible these days 🫶🏽