The Hype Beast Generation
In 1994, in New York, James Jebboa founded Supreme. A brand originally aimed at skaters, but one that, over the years, has become a major player in the fashion world. It has only 11 stores and is valued at about one billion dollars. Recently, it has experienced significant growth thanks to partnerships established with brands, well-known photographers, artists, and designers such as Kate Moss, Lady Gaga, Neymar Jr., the NBA, and Nike.
In 2017, the luxury brand Louis Vuitton announced a collaboration with Supreme at a men's winter fashion show in Paris. This partnership caused a sensation on social media around the world.
A Supreme It’s a brand that’s generating a lot of buzz and is even considered a community—almost like a subculture—with social media groups where members sell, trade, and buy the brand’s items. There are even collectors who hold onto their items so they can sell them later for a higher price.
Currently, its main audience is the “hype beast” generation. This generation consists of young people who collect clothes and accessories as a way to gain status and impress their circle of friends. The buzz surrounding the brand is one of the main reasons for its success, along with the fact that celebrities choose to wear its products.
The brand produces a limited number of products, which makes them even more valuable and creates a sense of competition among consumers to purchase a Supreme product. This is, in fact, the brand’s secret to standing out in an increasingly competitive market.