When it comes to Supreme, there are two very different camps. On one end of the spectrum, you have the hardcore devotee–a man who has mastered the droplist of each season and is an expert in the dark arts of backdoor plugs and owns the secondary market.
On the other end of the spectrum, you have people who share a similar sentiment to artist Barbara Kruger, whose art inspired Supreme's iconic box logo. Here are her thoughts when asked to comment on the lawsuit that the New York skate label filed against a Chinese company that is blatantly ripping off their work: "what a ridiculous clusterfuck of totally uncool jokers."
Okay, before you call the Ministry of Home Affairs on us for having used the 'four-letter word', chill out. For a company that monetised Kruger's work and turned themselves into a billion-dollar company, they have little sense of irony—always quick to sue others who rip off their work. But, love Supreme or hate them, there is no denying that the box logo is one of the most ubiquitous emblems out there.
But having a great logo is not enough, Supreme's brilliant strategy of controlling the supply and demand of the product, while using it heavily in their campaigns featuring some of the biggest stars in pop-culture, has helped the box logo transcend the realm of streetwear. It is now on par with other famous logos the likes of McDonald's, Starbucks, Coca Cola and Apple. T-shirts and hoodies with the Supreme logo are seen everywhere, but insanely hard to get. Which is the point.
So to celebrate the announcement of the Supreme fall/winter 2019 collection, we collated our favourite celebrities wearing the Supreme box logo tee. From Nas to Kanye West, Neil Young to John Mayer, and Lady Gaga to Kermit the Frog, the Supreme roster of fans is definitely no joke. When you put those two elements together, you make for one of the most powerful modern marketing campaigns. The power of celebrity culture and the brilliant T-shirt is the reason why Supreme is the king of streetwear.