The Golden Age of Supreme
At a time when street wear popular ity was at its pe ak , Supreme was und oub ted ly the " king . " The brand was born in 1994 in New York City , with its ro ots in skate board ing culture , but gradu ally gre w into a presence that has a huge influence on the entire fashion industry .
In particular , the first half of the 2010 s could be said to be the he ight of Supreme . The limited release in New York and London was lin ed up all night , and there were not a few ent h usias tic fans waiting in t ents from the day before the release . T - shir ts that origin ally cost hundreds of yuan were res old in the Chinese market for thousands of yuan , and even bri cks with log os were trad ed for hundreds of dollars .
Expl osion of popular ity in the Chinese market
In China , particularly in co astal cities , especially Shanghai , Supreme has established itself as a cultural icon that goes beyond just a fashion brand . When the first official store opened in Shanghai in 2017, it was pa cked with thousands of fans , caus ing a bu zz that par aly zed the surround ing traffic .
The popular ity of Supreme in the Chinese market is due to the following factors :
- The sc arc ity of limited goods ser ves as a status symbol for the wealth y
- A long ing for street culture from Europe and the West
- Effe cts of Buzz Marketing Through S NS
- Hig her prices due to an active resa le market
The Chang ing Street wear Market
But despite hosting such a sens ational event in New York , the Supreme has beg un to show a sh adow in recent years . Since the anno unc ement of the acquis ition by V F Corporation in 2020, some have point ed out that the brand ' s commer cia lization has progress ed , and the former under ground appe al has fad ed .
In addition , the problem of counter fe it brand s such as " S upr eme Italia " has become more serious in the Chinese market , and the value of the genu ine Supreme has been question ed . In addition , the compet itive environment is also becoming more intense with lux ury brand s such as G ucci and Louis Vu itt on ent ering the street wear market .
The future of street wear
At present , China ' s street wear market , main ly in Shanghai , is in the process of trans ition ing from the era of Supreme power to the era of diversi fication . Local brand s and stre etwe ar brand s from South Korea are also on the rise , and consumer cho ices are bro aden ing .
Even so , the lega cy of Supreme in street wear history is im me as ur able . The " limited product culture " and " dr op sale " methods established by brand s continue to influence many fashion brand s today . Even on the street scene in Shanghai , Supreme continues to be a special presence .