Yeah, article’s trash and had to be amended. But the Kruger quote is real.
Lol the skateboarder shaming in there is totally uncool. ‘Overgrown skaters’. ‘expensive hobby’. ‘Rich teens’. ‘dads’. All words chosen to try and shame people for enjoying riding a skateboard. That coupled with the hyperbole such as…
“I think about fools.doc about once a week. The absence of digital niceties in Kruger’s statement sends a chill of awe down my spine. My own file names have since become tributes to its evocative brevity (bummer$$.xls, doneforever.pdf).”
…makes me absolutely convinced this author is a fool.doc.
If there’s one thing I agree with, it’s this “Supreme relies on obscurity to retain an aura of cool”. I think that’s true, and I don’t think Supreme ‘stands’ for anything. They feature artists on t-shirts or sponsor them but it doesn’t seem very deep or meaningful. They don’t brag about achievements but similarly they don’t give any transparency about how they operate or where the money goes or basically anything. I’m not sure if Supreme is really about anything more than just branding things.
What is everyone discussing? Can’t be bothered to scroll.
Supreme have probably the most exciting team in skating and produce a lot of videos.
Have never owned anything Supreme and only had a quick look in the NY store.
Am due a visit to London store so that may change.
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Well, keeping it to skate companies. Real are about making skateboards and supporting skate shops, skater-led causes and so on. You will usually find a clear link between the art on the boards and either the skater or a cause that Real is backing. It’s a bit worthy, sure, and you could argue it’s just a marketing angle, but you will find Real for sale in skate shops everywhere, their boards are really good and they are purely focused on marketing to skateboarders.
So back to Supreme…I do agree with her when she says that obscurity helps them to stay cool. It helps the Supreme ‘we brand it, you buy it’ business model if you don’t really know what they stand for because when they release a board with a pack of spaghetti on it, or a Supreme branded pack of paper, or a Supreme branded fire log you’re just supposed to go ‘Oh haha that’s just them they can do anything because it’s all a joke’. And that’s fine I guess but if there were any real values behind the brand they wouldn’t be able to do that kind of stuff. You can’t put the Real brand on anything other than a skateboard, and I like that.
Of course you can pull up other examples of companies that do this…Palace, Quasi, Hockey, FA are all doing the same thing in some respects. I’m not knocking Supreme but I do agree with her assessment in that respect. I thought the rest of the article was bollocks.
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Supreme is a skate shop, not a skateboard company though? Like all the ones you mentioned.
Doesn’t supreme have an indoor bowl that’s free to skate?
But what difference does that make when your core business is making product not selling other people’s product?
Core business skate shop - selling other people’s product
Core business Supreme - selling Supreme product.
Therefore Supreme is more comparable to a brand like Real than to a typical skate shop. Most skate shops don’t have factories in China, hundred of employees, or multiple outlets worldwide. It’s not that confusing.
If there’s any confusion on my part I refer you to the original point of this discussion which you appear to have missed 
The Chicken shop was the original point of this discussion, no?
That’s your opinion. My opinion is that the author of the article above was right when she said that Supreme uses obscurity to stay ‘cool’.
I wouldn’t say Supreme is obscure to stay cool.
Their videos are sick.
Post a fit @jimo
Anyone know when todays Supreme drop is available? I thought it was 11am on a Thursday?
It’s been 4pm for a while.
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I’m out of the loop man!
What is it though? Like a USB speaker or something
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Weed tin.
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It’s very close to the box of the lipstick.
But not quite.
