The brand was founded by James Jebbia. Although he was born in the United States, he lived in England until he was 19. The first Supreme store opened on Lafayette Street in downtown Manhattan in April of 1994. It was designed with skaters in mind with a unique design for the store layout: by arranging the clothes around the perimeter of the store, a large central space permitted skaters with backpacks to skate into the store and still feel comfortable. In 2004, a second location was opened on North Fairfax Ave in Los Angeles, California, which is nearly double the size of the original New York City store and features an indoor skate bowl.  Other locations include Paris Opening in March 2016, London Opening in September 2011, Tokyo (Harajuku, Daikanyama and Shibuya), Nagoya, Osaka, and Fukuoka. The additional locations emulate the original Lafayette Street store's design. Supreme stocks its own clothing label, as well as other skateboard brands such as Vans, Nike SB, Spitfire, Thrasher and Girl Distribution Company, among others. James Jebbia was quoted in saying that anything that Supreme releases will never be classified as "limited," but notes that they make short runs of their products because they "don't want to get stuck with stuff nobody wants." On October 5, 2017, Supreme opened their 11th store, the second one in New York City, in the Williamsburg neighborhood of Brooklyn. On October 6, 2017, James Jebbia confirmed that the label had sold a significant stake in the company of roughly 50% (around $500 million) to private equity firm The Carlyle Group. Supreme has a diverse history of collaborations with various skateboard and fashion brands. Among their frequent collaborators include Nike/Air Jordan, Vans, Clarks, The North Face, Hanes, Playboy, Levi's, Timberland, Comme des Garçons, and Stone Island. Supreme has also collaborated with brands to create a variety accessories and other non-clothing items such as a cruiser bicycle,, bricks, crowbars, a gas-powered mini bike with Coleman, and an Everlast punching bag. On Jauary 18, 2017, luxury fashion company Louis Vuitton held a fashion show where a collaboration between the two brands was confirmed. Pop-up stores featuring the collaboration were opened on June 30, 2017, in Sydney, Seoul, Tokyo, Paris, London, Miami, and Los Angeles.  Louis Vuitton's proposal for a pop-up store in New York City was denied by Manhattan's Community Board No. 2 after residents expressed their "outrage that such an event was being proposed for [Bond Street]". In 2017, The Dapifer reported that Lacoste partnered with Supreme for a limited men's capsule collection.  One commentator noted that "Supreme clothing isn’t particularly remarkable — think T-shirts, jumpers, caps and leather accessories — but plaster that iconic red logo on a white shirt and suddenly, it’s worth hundreds of dollars", pointing out that "the brand’s success lies in its scarcity model. It releases a limited number of new products each week, nowhere near the number needed to keep up with demand", causing long lineups as well as inflated secondary market (resale) prices.Supreme regularly collaborates with Hanes to release a line of branded t-shirts and boxer briefs, as well as skateboard parts with skate brands Independent Trucks and Spitfire Wheels. Supreme has released skateboard decks featuring the artworks of Harmony Korine, Rammellzee, Ryan McGinness, KAWS, Larry Clark, Jeff Koons, Richard Prince, Christopher Wool, Nate Lowman, Damien Hirst, and John Baldessari. In addition, they have collaborated with other photographers, artists, and designers such as David Lynch, Robert Crumb, Marilyn Minter, Takashi Murakami, Daniel Johnston, Peter Saville, Futura, Bad Brains, Public Enemy, H. R. Giger, Mark Gonzales, M.C. Esher, Dash Snow, and Nan Goldin. In 2017 Supreme asked Circlemakers, a group of crop circle makers from the UK founded by the artist John Lundberg, to create a massive crop circle of the Supreme box logo at a secret location in California. The crop circle can be seen in the short film produced by Supreme called Crop Fields. Fashion photographer Terry Richardson has produced some of the brand's most notable photographs, including of Michael Jordan, Kermit the Frog, Three 6 Mafia, Lou Reed, Lady Gaga, Neil Young, Gucci Mane, Nas, and Morrissey. Kenneth Cappello made some of Supreme's most notable photo tees like Mike Tyson, Dipset, Michael Jackson, and Raekwon. Notable people who have worn Supreme clothing in public include members of the group Odd Future, Odell Beckham Jr, Justin Bieber, Bad Bunny, BTS’s J-Hope, and EXO's Byun Baek-hyun. Other celebrities who have been seen on or wearing the brand include Shane Macgowan, Kate Moss, Prodigy, Slick Rick, Diddy, Lady Gaga, and David Blaine.
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