James Jebbia – How big is the man who built Supreme?

James Jebbia - How big is the man who built Supreme?

James Jebbia, Founder of the Supreme brand name in 1994 and has been running the brand since then at Soho (Soho – short for South of Coughuston Street, is an extremely popular neighborhood in Manhattan, New York, because many artists, art galleries & brands have offices, founding locations here). Supreme is a brand that focuses on products exclusively for Skateboards and has had a lot of customers since its inception. Even with only one small store that started in Lafayette Street, it is now an empire and a very influential brand in the fashion industry in general and the sneakers, streetwear culture. in particular. James Jebbia thought of Supreme not only as a brand, but also as a representative of culture. Since he was a teenager, James Jebbia worked at the Duracell factory, and during lunch he listened to T. Rex and Bowie about how difficult it was to spend money to buy clothes in London. It was for this reason that inspired James Jebbia to start the brand Supreme mine.

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James Jebbia when he opened Supreme in the 90s (source: Complex)

Jebbia talked about how vibrant a brand is at the age of 54 by shaping the store as a place where cool stuff is carried everywhere, not big brands or anything else. can be affected.

James Jebbia’s office is located in a building on the west side of the Supreme store, decorated with boards painted by Raymond Pettibon himself (this is a very famous and influential artist. even Dior’s Kim Jones is greatly inspired by his collections). Besides, there are drawings of the children of James Jebbia, a taller portrait of James Brown (the artist known as the Godfather of Soul). The artist James Brown has motivated and inspired a lot for Jebbia because he is not only the hardest working artist but also the one who never disappoints the audience with his works and performances. perform by yourself. Therefore, Jebbia is considered a person who understands the psychology of kahsch products between the ages of 18 and 25 and simply needs to own cool products, willing to pay to own and spend money. for each Supreme item.

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James Jebbia & team Supreme (Source: Vouge)

Of course, at the beginning, Jebbia built a brand just for the male group, but gradually, the reception of women also grew stronger for Supreme, because of the culture at that time, even. Up to now, they have welcomed many women skaters with quality, technology, quality and fashion style not inferior to men.

“The products we make are no different from music,” Jebbia said. There will always be endless streams of debate and do not understand how young people adore Bob Dylan, or even the Wu-Tang Clan, Coltrane, Social Distortion. Young people & Skaters are very liberal & ready to receive new things to help them develop more from music, painting, fashion, … ”

The Supreme team are Skaters co-operated by James Jebbia himself

In the past few years, when world fashion has paid special attention to Supreme, it has been a result of a huge process when the brand has been present in many different countries such as Tokyo, London, Paris, … And then the explosion & statement of influence when partnering with the Louis Vuitton brand, which Louis Vuitton has never collaborated with a lower-end fashion brand before (understand These Supreme are not luxury brands). Jebbia is very excited to be working with Kim Jones, to make the containers of slip-ons, bags, gloves, jackets, … The combination creates a collection that is considered the most Hype of all time.

The Supreme x LV collection is launched. James Jebbia stood with his arms crossed.

Kim Jones himself said, “When you see the lines of people lining up to buy Supreme products in New York or London, you will see a wide variety of customers from very discerning, to casual, to Smart people, funny, individuality, … But one thing they have in common is that they know what they are looking for, they look very loyal, patiently waiting for their turn. Because that loyalty is an extremely different point of the Supreme brand

Supreme x Louis Vuitton blew up the streetwear & sneakers community at launch.
Supreme x Louis Vuitton blew up the streetwear & sneakers community at launch.

The collab between Louis Vuitton and Supreme is an intersecting step, bringing together the high-fashion & street fashion group. A combination that is different, capturing the trend and affirming the names of both brands seems difficult to match. What James Jebbia has built & is still building is his desire to own the product and get it as quickly as possible. Not just selling clothes, launching at a time. But when any customer sees it, they understand it is an event and people want to buy it immediately (whether the price is high or low). Because if you just hesitate, the chance to own Supreme won’t be immediately available. Supreme’s great way to make hype from the start till now.

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Previously, Jebbia used to be angry when contacting the media, but now Jebbia worries when the press pushes Supreme away from the brand’s original intentions. Supreme is still keeping a minimal budget and working closely with influential Skater around the world, like Sage Elsesser, to capture look-books. Sage Elsesser wants Supreme to be a brand that tends to focus on specific target customers instead of pouring tons of advertising money on potential customers. And Jebbia himself said that Supreme doesn’t excessively connect with customers, but only shows people what the brand is doing, not what the pre-printed 20 magazines do.

Supreme does not plan in detail in advance, every event is somehow a combination of time, place and hard-working people. However, “Choosing the right drop point” is probably more than just a team, but it’s also the fact that the strategic minds know when the golden point will emerge for the best effect.

At the age of 19, Jebbia left the UK (UK) to work at a SOHO store called Parachute. There, he worked near a flea market (Flea Market), then found a store called Union, on Spring Street – where streetwear products from England were sold. The Union sold well until it started selling stuff from Shawn Stussy, a very famous skateboarder & surfer. Then Jebbia helped Stussy run the store until Stussy decided to retire. Stussy thought then what the hell should I do next

Jebbia has enjoyed entering the world of Skateboarding to do something about it. It wasn’t too commercial, but it had to be different and something like “fuck-you stuff.” And then James Jebbia’s own store opened in Lafayette Street. This place Jebbia built a large space with quality skis, good music, videos played continuously to attract passers-by (later this store’s décor became a product. commercial copyright of Supreme).

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The kids who work for James Jebbia are all Skaters, who are very stubborn and underestimate something ordinary, low-class, but still do unusual things for others to see. At that time, the Supreme store looked like a place for Skateboard lovers to visit and gather, not really a shop selling goods. In addition, Supreme began publishing magazines featuring new, young, prominent faces from the fields of artist, music, or skateboarding such as: Chloë Sevigny, Ryan McGinley, Mark Gonzales. James Jebbia has caught his taste, kept youth connected, and a culture begins to lay foundation.

Initially, Supreme only made T-shirts, then Supreme expanded the cotton hoodies because many customers coming with the outfit were mixed-match items between Carhatt, LV, Gucci, Levi’s, … Jebbia realized. Now that they make products better, skaters are willing to spend a little extra to buy them. The Hoodies product was successful and followed by the caps. Then there is a collaboration (Collaborations) with artists drawing works straight onto the skateboard. And those ideas become unique because each work is owned by an artist collaborating with Supreme.

Supreme x CDG 2012 (Source: hypebeast)
Supreme x CDG 2012 (Source: hypebeast)

A series of artists collaborated over the past 20 years, including: Christopher Wool, Jeff Koons, Mark Flood, Nate Lowman, John Baldessari, Damien Hirst, Neil Young, … however a collaboration could be called a name. The global age & fever that was Comme De Garçons in 2012. Jebbia himself said that colalb opened a whole new chapter of Supreme. And it was Adrian Joffle, the president of the CDG, also commented on James Jebbia that this is a person with a strong personality, independent, but unique, … that makes Supreme so strong and the collab between Supreme. x CDG has many such meanings.

James Jebbia and Supreme have grown like this over time, because of James Jebbia’s own personality and different thinking from the start. Supreme is now at a whole new level, bringing new flourishes. Brands are gaining popularity, and even more people hate. But in the end, James Jebbia has contributed to a strong global culture of sneakers, streetwear, Skaters, ….

Article Source: Vouge

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