The most iconic Supreme design is their box logo, originally, simple white, italic lettering over a plain red background. But Supreme's limited releases and attitude has pushed them far beyond their beginnings. Throughout the '90s and early 2000s, Supreme functioned as a skate brand catering to both skaters and those interested in the emerging streetwear style. The store started out selling hoodies and sweatshirts aimed towards the burgeoning New York skate scene. Founded by James Jebbia in 1994, Supreme started as a skateboarding store in the SoHo neighborhood of Manhattan. Since its origin, Supreme has maintained an image of being authentic. It's often an obsession and an entire subculture of its own. But for its fans, Supreme is more than just a brand. So why would someone pay nearly a thousand dollars more for basically the same jacket? And what is it that makes Supreme so expensive?įrom the eye-catching logo to the limited product releases and artist collaborations, over the past 20 years, Supreme has transitioned from a small skateboarding store in New York to a $1 billion streetwear company.

This one just happens to be a North Face collaboration with Supreme. The one on the right is currently selling for nearly $1,300. Narrator: These two jackets are nearly identical, both made by The North Face, and both using Gore-Tex technology. Shopper 3: People want to know, 'Hey, look, that guy's wearing Supreme.' But people also make a living off it too, so. Shopper 2: I just bought a faux-fur jacket for $1,000, so. Account icon An icon in the shape of a person's head and shoulders.

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