After California, the look became popular with youth culture scenes, especially within skateboarding and hip-hop circles in New York. But it was brands such as NYC-based Supreme, which started in 1994 as a skateboard and clothing shop, that propelled the trend further. Started by James Jebbia, the label quickly garnered a cult following that has only grown over the years.
Alec Leach, digital fashion editor for High Snobiety, revealed exactly why Supreme has such longevity. "The way they distribute their clothing is key. Supreme's drop, it's actually a lot like belonging to a football club. It's a way for young people to get together." While Supreme releases lookbooks every season, much like every other fashion brand, it's the dedicated Thursday "drops" of products that ensure there's constant talk about the brand. Insane queues are how you're more likely to spot a Supreme store before you even notice the iconic red-and-white logo.
Not only that, but Supreme has also made collaborating with other brands a real art form. From working with smaller indie labels to creating lines with the likes of Nike, A Bathing Ape, Fila, The North Face, A.P.C., the limited-edition ranges always sell out and manage to reach a wider audience. However, it was the collaboration with Louis Vuitton this year that ultimately cemented Supreme's super status.