Is Supreme Still the King of Streetwear? - The Journal. - WSJ Podcasts

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Is Supreme Still the King of Streetwear? - The Journal. - WSJ Podcasts
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🎧 Listen: In today’s episode of The Journal podcast, jacobwgallagher discusses why Supreme draws frenzied sell-outs and how the streetwear brand’s success may be dulling its own hype

This transcript was prepared by a transcription service. This version may not be in its final form and may be updated.

Jacob Gallager: There was a time, I remember, when Supreme was really at its peak a handful of years ago, and the line would just be down the block, around the corner, down this other block, and around it. It would be hundreds of people long. That visual line really just heightened this idea of this frenzy and this excitement around the brand.

Speaker 4: This event is officially canceled. They haven't given today. There is no reason for you to be staying around here. Jessica Mendoza: Luke co-founded a resale chain that specializes in sneakers and vintage clothing called Round Two. He says that a lot of R2's customers came to them looking for Supreme stuff.

Luke Fracher: I'm sure I have Supreme Gonz jacket, which is from 2016. The Supreme Quickie Tee is from I think '08. That's a tee that a lot of people really like. Like an older box logo t-shirt from '03, I think, orange on orange.Luke Fracher: There was a time when these types of shirts were reselling for thousands of dollars, especially older, rare ones because it was the cache of having a colorway that no one else had.

Jacob Gallager: It owns Vans, it owns Timberland, it owns a number of other clothing companies, and it's important to note it owns clothing companies that primarily have a very different model than Supreme does. They are brands you could find at your local mall. They are brands that are sold at a multitude of locations, sold at so many more stores than Supreme is.

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