Reigning Supreme - A study of brand power through Supreme New York and their impact on street culture

Supreme New York is a skateboarding and streetwear clothing company founded in 1994 by James Jebbia. It was originally a small, humble store on Lafayette St, New York run by skaters for skaters and has since skyrocketed into success selling out almost everything they release and now with ten stores all over the world it has become the most desired clothing brand in the world for anyone interested in streetwear. This dissertation intends to examine how exactly Supreme has risen to the heights it has whilst maintaining its individuality and exclusivity as a brand. It argues that appropriation and the fetishism of commodities play a large part in the brand’s success.