Supreme Tyres

In April 1994, James Jebbia founded a brand in New York that every streetwear fan knows today – Supreme. Before its creation, he worked for another very well-known company – Stussy. This allowed him to gain extensive experience, which he later used to create his own brand. In addition to clothing, he also offered an optimal space in the store for skateboarding and testing new tricks. Besides producing clothing and accessories, his assortment also includes skateboards.

These were times when skate culture experienced a true boom in popularity, and the competition produced poor-quality clothing, making room for new brands. James himself never skateboarded, but he was fascinated by it, which allowed him to build a bond with customers, thus gaining an increasing number of fans for his company.

Over time, the brand began collaborating with artists, photographers, and designers such as Blade, David Sims, Toshio Maeda, David Lynch, Nobuyoshi Araki, Robert Crumb, Marilyn Minter, Takashi Murakami, Daniel Johnston, Peter Saville, James Brown, and Miles Davis, but it wasn't until 2007, after 13 years in business, that joint work was undertaken with another company – The North Face. The success of the new line was enormous, and this opened the way for collaborations with giants such as Air Jordan, Nike, Levi’s, and Timberland.

The sales mechanism itself is also distinctive. The quantity of released products is usually lower than the number of interested buyers, which makes them highly desired and effectively fuels the brand's notoriety. New products are so popular that after quickly disappearing from shelves, they often end up on the secondary market, where they fetch several times their original price. Supreme is both a hot commodity and a brand.

Jebbia decided that the name Supreme sounded good. Interestingly, it is not trademarked because it was deemed a common word for everyday use, not a proper noun. The logo is another matter.