Supreme and anything it touches instantly becomes the cool must-have item. The brand’s formula for success is elusive but well-received, spawning many biters and poorly-construed imitations. The New York Times recently had the opportunity to discuss the streetwear brand’s strategy for cultural cache and guerrilla marketing with founder James Jebbia. Jebbia discussed how Supreme is much more than a skate culture-driven brand, but more so New York’s answer to A.P.C..

Celebrities such as Tyler, The Creator and Vashtie Kola described Supreme as a secret club where authenticity means everything, from the non-chalant shop employees to the patrons who wear the clothing. The brand, forged from New York City skate and street culture of the early to mid 1990s, has risen to great success, but has never sought mainstream relevance. Instead, the brand’s grassroots movement has won the adoration and fandom from the likes of Kanye West, A$AP Rocky, and Frank Ocean, to name a few.

Supreme’s flagship Lafayette St. Location, situated in the heart of SoHo, has become much more than a retail operation, but an epicenter for everything underground and cool; a hangout for tastemakers and cultural enthusiasts alike. However, Jebbia does not mind if people other than his brand’s target audience adopt the clothing and style, as long as the integrity of the collections stay the same.