The brand Supreme is actually a trendy brand, not a luxury brand.

Supreme’s design style is not special, but it still conveys a sense of “coolness”. Young people love consumption, but they also pursue rebellion and always go shopping with an anti-commercial attitude. Supreme's products just meet this need. The white-on-red note on Supreme’s logo also directly references artist Barbara Kruger’s series of works that satirize consumer culture.

Jebbia said in an interview with Interview magazine in 2009: "Our products are basically the same every season, but we will pay attention to what is popular around us recently. I like to pay attention to things that are fresh. But I also feel that, to a certain extent, we must retain the feeling of the early 1990s. That era did have a profound influence on us, and everything we do is related to that era.”

Controversial events:

The popularity of Supreme has triggered many controversies related to brand registration and authorization. As the operator of "Supreme" in the United States, Chapter Four Company has begun trademark layout in China in March 2014 and has applied for and registered more than 100 trademarks in multiple categories.

The cited trademark submitted for registration on March 4, 2014 has gone through trademark rejection, rejection review, administrative litigation, opposition, registration denial review and other procedures. On January 21, 2020, it was approved for registration and use in Clothing, shoes, hats (headwear) and other Class 25 commodities.

Reference for the above content: Baidu Encyclopedia-Supreme