I agree!!! But skating/skaters are starting to turn into corporate drones as well. I'm 45 and still "skate", and what I come across isn't like it used to be (underground, artists, and friends goofing off pushing each other to skate better)... There's still some of that, but now there are dudes "training" to beat everyone, calling each other out for games of S.K.A.T.E. to see who's better, and dudes that look like jocks wearing nothing but corporate "skate" brands.
@@beobe99 46 and still skate. Started back in 1984. I've seen it all. I agree, skateboarding has gone corporate. One place you can still find the old school attitude, Burnside. You won't see kids on fucking scooters there.
@@Rolling2Quarters Burnside seems legit from videos I've seen. I'm in Philly so we have FDR which is a tad TOO real for me at this stage - the stage where getting hooked on a pebble could ruin my week.
I think Barbara should bring out her own Supreme gear and make them try to sue her, that would be priceless to watch, I'd like to think she would crush them in court, but you never know, we live in a very sick world where money can buy innocence in the eyes of the law.
This is why I still love RUclips after all these years. It’s these wonderfully-crafted, top class little gems I stumble upon every so often. Really great everything with this video!
My god ..I've been thoroughly educated. I've also been introduced to Barbara Kruger and her amazing work. From this video, I realize she's very articulate , deep and subtly poetic. Thanks for this video.
Dude this was so fucking good, often times when people talk Supreme they let their distaste bleed through so heavy that I feel it comes off biased. But you did such a good job of articulating your points and essentially critiquing a culture that SHOULD be critiqued but you did it in such an eloquent way that does not come off as simply "hate"! I LOVE IT! & this is coming from someone who essentially made their living off of Supreme's hype and someone who would probably be flipping burgers without the hype that the brand created.
although I did disagree with the idea of not wearing something because of who or what it represents. I would love to see a time where we promote truly wearing what we want although I can't really say that with much validity as I haven't preached that message as often as I should due to me being hyper focused on Supreme content over the last several years as that was where I found any monetary success. I have been trying to preach that more lately and I think this video does a good job of exposing that toxic part in fashion. Personally I feel like it plagues all segments of fashion, whether it be high end, street wear, vintage, whatever. People seem so quick to judge and cast out and hesitate to wear anything that is adopted by a group they may not care for. Anyways I am just ranting but I did genuinely enjoy this video and agreed with almost every point.
@@mosesagabon7152 of course man, I try not to ignore my own shortcomings. With my background of being homeless and taking care of my family, I saw an opportunity and I took it and even if I lost everything tomorrow I wouldn't regret it because I got some insane opportunities and I was able to help out both of my parents with their medical bills all thanks to the platform I built through Supreme. I am glad now I am at a point where I can actually focus on what I want to focus on and not just focus on Supreme. I still like Supreme and I think they create some awesome stuff but there is a lot more to fashion and clothing than just Supreme
Is she the ultimate hype beast? Too OG for her own style? This is so good man! I heard they ripped this logo off but never thought to look into who the original artist was. Its crazy she stands for the complete opposite of what supreme is.
"What a ridiculous clusterfuck of uncool jokers. I make my work about this kind of sadly foolish farce. I'm waiting for all of them to sue me for copyright infrigent." Damn. Get bodied Jebbia.
You did a great job laying out the complexities of copyright law. On the one hand it protects the artist and on the other it's almost a form of corporate gatekeeping for up and coming creatives. No idea is 100% original, hell no thought is even 100% original, every creative draws inspiration from somewhere. I love Kruger's take on the whole thing, she was totally cool with it until Supreme started to get hypocritical and corporate. Supreme is destined to become whack because of their own greed. Maybe there will be a revival someday, I just hope when that happens they give Kruger the credit she deserves..
I invented a storage container for your car that keeps food hot by using the hot air that your car blows Uber eats tried to STEAL it from me LUCKILY I have NDA's signed BEFORE we met!!!
I am so glad you mention married to the mob, it is unfair how supreme sued the brand it definitely shows how money hungry the brand is, supreme first started off as a community now it is a corporation.
What's worse and more telling is how hypocritical Supreme was is suing Married to the Mob or anybody considering how how derivative their products are. They could have propsed a Supreme x Married to the Mob collaboration or requested shared profits but they sued. Jerk behavior.
@@albundy3929 False. Barbara created a brand and aesthetic. Supreme swiped it. They should collab to acknowledge their own unoriginality and inspiration and not be greedy.
@@albundy3929 Your argument about greed being okay with you because “business” has nothing to do with my point that you are wrong that they created something. They took something. There’s a difference and you pretending MTTM didn’t do the exact same thing is disingenuous.
@@albundy3929 SupremeCopies having 459 posts highlights either YOUR stupidity or a willingness to bootlick in order to deny the obvious. I haven’t figured out which yet tbh
I think the two cases are a little different. At least Supreme more or less started from the bottom and built their brand from the ground level and turned Barbara's aesthetic into a completely different art-form (fashion and skating). MTTM just piggy-backed on the Supreme brand without any hard work, uniqueness, artistic vision, culture, depth, or personality. What MTTM did was just a robotic copy and paste of a successful trend that made their brand more successful without any personality or art behind it. Supreme built itself on skate culture in NYC and streetwear around the world. It became a staple of the culture it represented while MTTM had very little depth in its brand in comparison. It was just an empty simulacra of a trend without any cultural significance backing it up. Besides, I honestly believe if Supreme stayed in touch with their roots and didn't get corrupted by Hype-beast culture and stupid buy-for-the-sake-of-a-brand logic, then taking inspiration from Barbara wouldn't be as bad and would be a cool simulacra of the initial artistic vision. However, Supreme is definitely hypocritical even if what they did wasn't nearly as bad as MTTM.
Truly love your stuff man, introduced me to and informed me on so many new creative inspirations and highlighting key things in our culture that have always evaded me. Top notch work 🙌
This is one of my favorite little bits of contemporary art history to teach my students. Came here because of Barbara Kruger’s “Your Body is a Battleground” circulating online today. As a conceptual artist, a feminist, and an art history nerd, Barbara Kruger will always be an icon of mine. Ty for sharing her work with this video.
24:40 pretty much sums up supremes target audience, the ability to spend hundreads on something that you will not need or use. Consumerism at its finest example (chef’s kiss) . Such a well-produced, well-researched, and edited video, well done!
its crazy the way brandalism has slowly but surely changed the mindset of whats supposed to be the most rebellious segment of society (teenagers/youth) to align perfectly with the interests of their corporate masters. personally i think the idea of being loyal to any brand is ridiculous, buy the best product to suit your needs, if anything its cooler to go against the grain of what these hypebeasts think is cool. If theyre all jumping on it then its already played out, your already behind the curve
My parents always mention this story but I've never heard it in such depth! I mean, this is extremely well edited and well produced. I've been a viewer off and on, but this really earned you a new subscriber
Well here in China we’re working hard to dilute the brand image of Supreme😂 because its all fake, even the poorest are walking around in their shirts as happens with so many brands. It’s almost awkward to wear because people will assume right away its fake anyways… And as said in this video-Brands have to stay fresh!!!
It's also interesting to note that skateboarding has its own elitism, with core companies controlling the media that is produced, with many unspoken rules about brand association. It is way past the community phase now, it's all mainstream.
Supreme used to be a regular skate shop brand. I remember buying it the same way people snag Thrasher or Primitive at Zumiez these days. I’m a sneakerhead, love shoes and hoodies and hats but you won’t catch me buying some $500 supreme shit. I spend my money on other dumb shit; like the actual movie prop cyclops Oakleys I have in my closet. You should’ve seen how pissed my ex was when I swooped those bad boys. But yeah I used to wear Supreme when it was no different than wearing an Independent trucks shirt. Edit: great vid as always man. Keep it up.
This video’s evergreen, deserves to blow up right now but it’s made so well it’s gonna be just as dope to watch a year or two down the road - nother awesome analysis, thanks!
Alway remember 99.9% of shit you find cool has already been done. What are you gunna bring to the table to make an original spin on it? In art school we learn there is a big legacy of this. Master and Apprentice, BUT you NEVER directly OBV steal, that is infringement. You gotta reinvent & push the boundaries in new directions. Countless artists never get their due. Barbara Kruger was well known in her heyday, so that pill is easier to swallow, but all of us artists knew when Supreme came out with that box logo, we knew, that was BK. Points to ALL the artists past and present who never get their due & see their shit commodified & stolen. (See recent Kevin Lyons saga with Cabbeen Clothing "company" in China.)
@@user-nh5zd3ic8r thanks, man. Well I am 46. So ya know… but I will always be a big kid into street wear, teen culture, cartoons, vinyl, music, and art. Creativity is the way to serotonin so I am happy the kids have embraced art and aesthetic, that’s what keeps inspiration and creativity innovative. Inspired by those who came before. Keep biting but remix that shit. 💪🏼😉
@@rasclotify I’m 32 myself Its like most of them are just finding out about this. That most of the things they like aren’t original ideas and it’s ok. They’re now finding out Santa isn’t real lol
Your way of story telling just stands out in such a great way. I remember the first time I watched one of your videos, I was then sucked into channel and binged watched almost everything in just a few days. Thanks for just doing it your way.
And misogyny, in which a feminist icon and pioneer was stolen from by men, who were so lauded that they didn’t even find the need to ever acknowledge her in their climb to fame.
Barbra is such a G, 13:55 that whole section is why she is a true 'artist' and did more for the "culture" than supereme ever will and superemee will come and go she will forever have a place in history, in art history, in politics, and in culture. The irony and hypocrisy is just on another level, but the sheeps will never know the story.
I wish people would research the brand's, the morality behind them, and the genuineness of their ventures, I would rather buy rep supreme and deface it than support the actual brand.
Supreme didn’t create the tactics, they followed after bape who followed after Nike. Nike is The Godfather of modern fashion marketing, they need their respect. The Air Force 1 was going to be a one year shoe, but 3 sneaker shops in Baltimore demanded more. They each took on 5k pairs, this is well before the internet so this was a gigantic risk, and sold ALL of them through word of mouth. They used Jordan getting fined and the shoes being banned to make the shoes seem like they were for bad boys. Nike did it first, Nike did it best.
Nike to bape??? you are joking right? it's only the shoes not the Japan street style Niko says that he make the air force better that was the idea and that idea was godly! en many bape logo there are more then 10 different bape logos please don't say random shit that you don't know
@@Aapjeapen still tho if nike did ride that wave of MJ getting fined and the shoes banned to push that shoe that was master marketing, all comparisons aside ✌
Dope video, crazy how we have all participated in this crazy war of "peacocking". Trying to one-up those around us. Pretty disgusting how social media has only further exasperated this issue.
I don't... I am most amused how others do what you very fittingly call "peacocking". I mean I try to look nice and all, but not via simple "look how much money I have"-stickers. Quality and comfort beats everything else.
Barbara Kruger is overrated honestly. I dont understand why she is so relevant. All she does is paste words on images. my 5 yr old cousin could do that.
Who cares what Barbara thinks? There's absolutely nothing interesting, original, nor creative about her work. She's also obviously insecure about her intellect. She tries to pump up her comments with redundant adjectives. Besides, all successful artists have stolen
So Supreme "stole" from a woman who took a font someone else made, and quotes other people made, and put them over pictures other people took? Sure sounds like they stole from a thief.
The real lesson we can take from this is: "Strike iron while it's hot." Just look at karmic example of what happened to Supreme when they tried to sue Supreme Italy 🇮🇹🤣
Just one of the many indicators of our devolution : the enlargening and proliferation of logos on apparel. Ralph Lauren logos the size of your chest .... Gucci written as big as the head garment itself.... Ditto with Supreme. They just NEED to ruin the minimalist / scarcity of it. As a child I also wanted to display the 'air ' in my Nikes; the label on my surf t-shirts. Then I grew up.
No offends a red box with white isn't copyright. However using the word "Supreme" is. You can't copyright stuff like that you can it was inspired not a copy. they don't own the box logo they own "SUPREME" So that why "SUPREME BITCH" is a direct rip off
I like the idea of logo rips and parodies but damn if you build your company on that idea and have a problem with other people doing that shit is whack. It's like a rapper sampling songs for their beats and then wont allow others to sample your music.
Ever since the beginning, something told me to stay away from anything and anyone with this brand on it. I couldn't have been more proud of my gut feeling.
felt the same way and i didnt even know it was expensive utill some one tried to sell me all these random ass things in their apartment this person used to be known as a "baller" in my circle of friends. It was the weirdest collection of items with this logo like an ash tray or a plunger. He wanted an atrocious amount of money. I not only thought it was tacky but hilarious that everyone was acutally paying these prices to wear this stuff.
Everything in art, fashion and music, btw all art, is ripped off no matter how original one thinks it is. 90' marketing was based on taking popular product images and altering them with your product. You know how many products use the tide logo?
24:19 seeing the Everlasting logo on Supreme wants to make me puke - a once legendary brand being milked to death by Sports Direct of the UK (they have a reputation of buying out brands that is going through financial troubles and bastardising them to death, sometimes turning them into cheap and naff)
Dorks 👆 Speaking of the Dorks waiting in lines for hours for something to open. That’s thee corniest ish in the universe. If you’re really cool and actually really have money, you don’t have to wait in lines to waist your money. But on The Dope Side of things , this video is Dope. Very well done , Sir. ✌️
This video is perfection materialized into the perfect mix of history and commentary on the modern aspects of consumerism. I never was a fan of Supreme but after this video I have negative opinions of the brand and can’t imagine ever spendin my money on this company that ironically represents one thing by simultaneously being the exact thing they seem to detest
I’m older and remember when the brand Parachute was big in the early 80s. About 3 years ago, I found a vintage parachute men’s shirt for like $10. in great collection. But not many ppl. now know about Parachute nowadays. It was a great brand, but not a steer wear brand. They used to have a big store across from the Comme store in SOHO NYC.
I've been watching your videos since some of your first essays and I really have to say that I'm beyond astonished. Your process and the end result of it have only gotten better and this may have been your best one yet. I didn't even know who Barbara Kruger was until tonight and now I'm buying a book detailing her art and life. I really hope you continue to make these, and thank you.
Just one point: the only thing I disagree with is when you said that "Supreme still have plenty of cool stuff, I just wouldn't wear it because of who/what it represents." If I know my reasons for wearing something, then I personally don't care about what other people think I would wear it for, even less what other people wear it for. If I like bape shark hoodies because of the early 2000s Japanese streewear scene, it doesn't matter that my peer likes the hoodies because his favourite Faze clan member wore it. Many other people liking something I like, for a reason I don't agree with, won't make me discard my own taste. This following point isn't about you, just a related topic, I just don't like it when people are 'too deep' to enjoy things they like. Adidas superstars are nice, but everyone wears them, they don't understand the cultural significance they don't even know who Run DMC are, so I refuse to wear them. That to me is just so unnecessary, stay strong in your character and just hold true to what you like, don't worry about it.
I agree with you. I feel like as I get older I like supreme a little less, but I would kill for the collabs they did with hr giger and the guy who does the aphex twin videos (Chris something).
Beauty and fashion is relative, one can like or dislike certain trends and styles; and after all it’s not a history class, we don’t have to always know something about our fav pair of shoes/sneakers lol (not that serious!)
First off, no offense but this host has the worse nasal voice and even worse script reading. Second, I would NEVER buy Supreme ® garbage.... Ever, ever, ever. Shout out to Barbara Kruger from NJ❤️
Agree completely. Ironically used to be a underground brand has now turned into a billion dollar corporation. The very thing they were against when they started. Which they all are now, stussy, palace, the list goes on. Can’t believe people still are suckered into buying this overpriced crap thinking they are unique. Not to mention partnering with other corporations to “collab”. Hello supreme, I used to buy your stuff because it isn’t part of the system like fendi, channel or Gucci, but now you team up with them? Glad I sold all of mine before people wake up and realize they’re buying an ridiculously expensive target shirt.
Supreme ripped off a Powell Peralta shirt logo from the 80's as far as I am concerned . LOL Skate graphics are about shitting on/ laughing at or just having fun with big companies raping the world. GO SKATE
It's kind of funny people think Supreme stole their brand identity from Barbara Kruger when Barbara Kruger herself stole her visual identity from the Russian constructivists. At the end of the day, as Picasso said: ''Bad artists copy, good artists steal.''
Barbara Kruger is such a G and a breath of fresh air. Visual art as well with music is always better when it’s a part of counter culture or the underground. When that movement becomes the culture it loses it’s edge and identity. Just like with Jazz, Rock and Hip Hop. When any underground grassroots movement becomes mainstream it’s no longer true to it’s mission which is to expose the truth that the mainstream culture ignores for profit. As a result the originators are almost always overlooked and forgotten. I’m glad I learned about Ms. Kruger today. Her mentality along with her history of work is amazing.
I am certain Barbara Kruger loves Supreme because their behavior and purpose doesn't just prove her message right, but elevates her art furthermore everlasting.
Plot Twist... Just like every undercurrent in America, Supreme paid her to stay quiet years ago! Don't be surprised if she got paid $100,000,000 dollars for her to stay quiet and ride the ride!
I’m not a fan of Supreme at all. But they did do a collaboration with Barbara. If you lived in New York City you would know that her direction and artwork was used on the back of all subway passes for a certain period of time in which was a Supreme project.
Wow 😲 .... Good video nice to know supremes history. Even tho they r still big , to me they r a big rip off ya supreme lovers can have it.. I'll sell it..
One of your best videos yet, and I didn't even care about the topic when I clicked on it! You are getting better and better at laying out the events and having a theme to the entire recollection. Looking forward to more!
This is a nice piece of journalism but it’s biased… hope to see more neutrality…and tell the facts from the two sides of the coin…don’t judge as a journalist…. Otherwise it’s just gossip… neutrally is what makes it journalism…. Let the audience judge
Barbara Kruger is the only one in this story who's attitude matches that of a skater and doesn't give a fuck about owning anything. legend
I agree!!! But skating/skaters are starting to turn into corporate drones as well. I'm 45 and still "skate", and what I come across isn't like it used to be (underground, artists, and friends goofing off pushing each other to skate better)... There's still some of that, but now there are dudes "training" to beat everyone, calling each other out for games of S.K.A.T.E. to see who's better, and dudes that look like jocks wearing nothing but corporate "skate" brands.
@@beobe99 46 and still skate. Started back in 1984. I've seen it all. I agree, skateboarding has gone corporate. One place you can still find the old school attitude, Burnside. You won't see kids on
fucking scooters there.
@@Rolling2Quarters Burnside seems legit from videos I've seen. I'm in Philly so we have FDR which is a tad TOO real for me at this stage - the stage where getting hooked on a pebble could ruin my week.
@@beobe99 I haven't skated FDR but I remember seeing it in old skate vids back in the early 2000s. Looks gnar.
@@Rolling2Quarters Yeah, it's even crazier now - they keep building onto that sh**! It's also a rougher scene, like post-apocalyptic.
I think Barbara should bring out her own Supreme gear and make them try to sue her, that would be priceless to watch, I'd like to think she would crush them in court, but you never know, we live in a very sick world where money can buy innocence in the eyes of the law.
The deck is stacked against her from the go. She'd need like half a million just to litigate it. This whole thing is rigged
@@jaimedelgado7529 a lawyer would take the case in a heart beat
Technically they didn’t copy anything from Barbara Kruger. Legally they are safe.
Art school student power fantasy
@@nachiketh3650 so the font and the red box is not a copy?
This is why I still love RUclips after all these years. It’s these wonderfully-crafted, top class little gems I stumble upon every so often. Really great everything with this video!
Check out Al profit . He has tons of good drug dealer documentarys
@Gravy Master what a profile pic. 🤯
Facts 💯
Don’t jinx it lol
agreed
Speechless. Absolute quality work. THIS needs to be on the front page of RUclips.
It was on my front page 🤘🏽
Exact😏💁
😭😂
it was
Calm down
My god ..I've been thoroughly educated. I've also been introduced to Barbara Kruger and her amazing work. From this video, I realize she's very articulate , deep and subtly poetic. Thanks for this video.
Dude this was so fucking good, often times when people talk Supreme they let their distaste bleed through so heavy that I feel it comes off biased. But you did such a good job of articulating your points and essentially critiquing a culture that SHOULD be critiqued but you did it in such an eloquent way that does not come off as simply "hate"! I LOVE IT!
& this is coming from someone who essentially made their living off of Supreme's hype and someone who would probably be flipping burgers without the hype that the brand created.
although I did disagree with the idea of not wearing something because of who or what it represents. I would love to see a time where we promote truly wearing what we want although I can't really say that with much validity as I haven't preached that message as often as I should due to me being hyper focused on Supreme content over the last several years as that was where I found any monetary success. I have been trying to preach that more lately and I think this video does a good job of exposing that toxic part in fashion. Personally I feel like it plagues all segments of fashion, whether it be high end, street wear, vintage, whatever. People seem so quick to judge and cast out and hesitate to wear anything that is adopted by a group they may not care for. Anyways I am just ranting but I did genuinely enjoy this video and agreed with almost every point.
JS!!!
Lol atleast you owned up to your deeds. Not saying you did anything wrong.
@@mosesagabon7152 of course man, I try not to ignore my own shortcomings. With my background of being homeless and taking care of my family, I saw an opportunity and I took it and even if I lost everything tomorrow I wouldn't regret it because I got some insane opportunities and I was able to help out both of my parents with their medical bills all thanks to the platform I built through Supreme. I am glad now I am at a point where I can actually focus on what I want to focus on and not just focus on Supreme. I still like Supreme and I think they create some awesome stuff but there is a lot more to fashion and clothing than just Supreme
@@starrlife Hell yes. Stoked to see your comment here brother, hope you are doing well.
Is she the ultimate hype beast? Too OG for her own style?
This is so good man! I heard they ripped this logo off but never thought to look into who the original artist was. Its crazy she stands for the complete opposite of what supreme is.
"What a ridiculous clusterfuck of uncool jokers. I make my work about this kind of sadly foolish farce. I'm waiting for all of them to sue me for copyright infrigent."
Damn. Get bodied Jebbia.
Babara K is the real gangsta
Just love her "I don't own a font"
You did a great job laying out the complexities of copyright law. On the one hand it protects the artist and on the other it's almost a form of corporate gatekeeping for up and coming creatives. No idea is 100% original, hell no thought is even 100% original, every creative draws inspiration from somewhere. I love Kruger's take on the whole thing, she was totally cool with it until Supreme started to get hypocritical and corporate. Supreme is destined to become whack because of their own greed. Maybe there will be a revival someday, I just hope when that happens they give Kruger the credit she deserves..
It's time for a new era.
Well said
greed corrupts
I invented a storage container for your car that keeps food hot by using the hot air that your car blows
Uber eats tried to STEAL it from me
LUCKILY I have NDA's signed BEFORE we met!!!
@@thecloneguyz Actually pizza delivery been using it forever 💁🏽♀️💁🏽♀️💁🏽♀️🤷🏽♀️🤷🏽♀️🤦🏽♀️🤦🏽♀️🤦🏽♀️
I am so glad you mention married to the mob, it is unfair how supreme sued the brand it definitely shows how money hungry the brand is, supreme first started off as a community now it is a corporation.
That’s what happens to every big company
What's worse and more telling is how hypocritical Supreme was is suing Married to the Mob or anybody considering how how derivative their products are. They could have propsed a Supreme x Married to the Mob collaboration or requested shared profits but they sued. Jerk behavior.
@@albundy3929 False. Barbara created a brand and aesthetic. Supreme swiped it. They should collab to acknowledge their own unoriginality and inspiration and not be greedy.
@@albundy3929 Your argument about greed being okay with you because “business” has nothing to do with my point that you are wrong that they created something. They took something. There’s a difference and you pretending MTTM didn’t do the exact same thing is disingenuous.
@@albundy3929 SupremeCopies having 459 posts highlights either YOUR stupidity or a willingness to bootlick in order to deny the obvious. I haven’t figured out which yet tbh
the way you said comme des garcons was genuinely one of the most painful things ive ever heard.
Commie Deez Garkins
Barbara was nice enough not to sue Supreme but they turn around with their stolen logo and sued MTTM? Pathetic.
I think the two cases are a little different. At least Supreme more or less started from the bottom and built their brand from the ground level and turned Barbara's aesthetic into a completely different art-form (fashion and skating). MTTM just piggy-backed on the Supreme brand without any hard work, uniqueness, artistic vision, culture, depth, or personality. What MTTM did was just a robotic copy and paste of a successful trend that made their brand more successful without any personality or art behind it. Supreme built itself on skate culture in NYC and streetwear around the world. It became a staple of the culture it represented while MTTM had very little depth in its brand in comparison. It was just an empty simulacra of a trend without any cultural significance backing it up.
Besides, I honestly believe if Supreme stayed in touch with their roots and didn't get corrupted by Hype-beast culture and stupid buy-for-the-sake-of-a-brand logic, then taking inspiration from Barbara wouldn't be as bad and would be a cool simulacra of the initial artistic vision.
However, Supreme is definitely hypocritical even if what they did wasn't nearly as bad as MTTM.
Truly love your stuff man, introduced me to and informed me on so many new creative inspirations and highlighting key things in our culture that have always evaded me. Top notch work 🙌
@jfagiag faeiea Ayo? 📸 🤨
@jfagiag faeiea u down bad or *DOWN BAD*
This is one of my favorite little bits of contemporary art history to teach my students. Came here because of Barbara Kruger’s “Your Body is a Battleground” circulating online today. As a conceptual artist, a feminist, and an art history nerd, Barbara Kruger will always be an icon of mine. Ty for sharing her work with this video.
I'm surprised you didn't talk about Supreme Italia and their "legal fake" status.
Totally
They’ve been arrested and charged over 10 million in damages
I thought that was what this video was going to be about haha but it was amazing anyways
What do you mean "legal fake"? The founders have been jailed and fined $10 million.
I feel like if supreme would do a homage to Kruger the items would need to be available in masses
Lol yeah right. They’d do a limited release and back door the shit to RUclips trophy room mf’ers
@@devinthorn8182 because they suck
There's a sucker born every minute and we got to take him for all he's got!
- Matilda's Dad
I prefer Matilda's dad wisdom to that of the Daila Lama. Fact.
24:41 i cant believe people are such followers
24:40 pretty much sums up supremes target audience, the ability to spend hundreads on something that you will not need or use. Consumerism at its finest example (chef’s kiss) . Such a well-produced, well-researched, and edited video, well done!
its crazy the way brandalism has slowly but surely changed the mindset of whats supposed to be the most rebellious segment of society (teenagers/youth) to align perfectly with the interests of their corporate masters. personally i think the idea of being loyal to any brand is ridiculous, buy the best product to suit your needs, if anything its cooler to go against the grain of what these hypebeasts think is cool. If theyre all jumping on it then its already played out, your already behind the curve
Ever heard of resellers you dweeb
My prof told me art is always 10 to 20 years ahead of its time. Every time I learn about something like this, it always reminds me of him saying that.
Yes! That's why a lot of Artists don't get the Recognition or credit they deserve.
My parents always mention this story but I've never heard it in such depth! I mean, this is extremely well edited and well produced. I've been a viewer off and on, but this really earned you a new subscriber
Well here in China we’re working hard to dilute the brand image of Supreme😂 because its all fake, even the poorest are walking around in their shirts as happens with so many brands. It’s almost awkward to wear because people will assume right away its fake anyways… And as said in this video-Brands have to stay fresh!!!
You literally make DOCUMENTARIES. You should be paid to do this. This is amazing
It's also interesting to note that skateboarding has its own elitism, with core companies controlling the media that is produced, with many unspoken rules about brand association.
It is way past the community phase now, it's all mainstream.
@Rc_carV3 That’s capitalism. Everything is for sale, nothing is sacred.
Supreme used to be a regular skate shop brand. I remember buying it the same way people snag Thrasher or Primitive at Zumiez these days. I’m a sneakerhead, love shoes and hoodies and hats but you won’t catch me buying some $500 supreme shit. I spend my money on other dumb shit; like the actual movie prop cyclops Oakleys I have in my closet. You should’ve seen how pissed my ex was when I swooped those bad boys. But yeah I used to wear Supreme when it was no different than wearing an Independent trucks shirt.
Edit: great vid as always man. Keep it up.
This video’s evergreen, deserves to blow up right now but it’s made so well it’s gonna be just as dope to watch a year or two down the road - nother awesome analysis, thanks!
Nah cause this is a pure masterpiece of art on RUclips. Jake has come through again. One thing tho you needa learn how to pronounce comme des garçons😭
Supreme ran its course and Jebbia cashed in. Pretty simple.
Alway remember 99.9% of shit you find cool has already been done. What are you gunna bring to the table to make an original spin on it? In art school we learn there is a big legacy of this. Master and Apprentice, BUT you NEVER directly OBV steal, that is infringement. You gotta reinvent & push the boundaries in new directions. Countless artists never get their due. Barbara Kruger was well known in her heyday, so that pill is easier to swallow, but all of us artists knew when Supreme came out with that box logo, we knew, that was BK. Points to ALL the artists past and present who never get their due & see their shit commodified & stolen. (See recent Kevin Lyons saga with Cabbeen Clothing "company" in China.)
This comment is honestly the more mature way to look at the situation.
@@user-nh5zd3ic8r thanks, man. Well I am 46. So ya know… but I will always be a big kid into street wear, teen culture, cartoons, vinyl, music, and art. Creativity is the way to serotonin so I am happy the kids have embraced art and aesthetic, that’s what keeps inspiration and creativity innovative. Inspired by those who came before. Keep biting but remix that shit. 💪🏼😉
@@rasclotify I’m 32 myself Its like most of them are just finding out about this. That most of the things they like aren’t original ideas and it’s ok. They’re now finding out Santa isn’t real lol
@@user-nh5zd3ic8r lol. Facts. They think Soulja Boy started it all. Wait, Santa isn’t real? Chanukah Harry told me he was real.
The fact that you mentioned Travis Scott and his new fans. Everything makes so much sense now after last incident at his Astroworld show
Probably the one I'm most excited for from you, Jake!
T
Never get the hype, never own a Supreme merch. Respect to Barbara Kruger.
It’s because you call it merch, it’s not done RUclipsr clothing
@@TJH9876 no duh, I round it off to merch because they have everything besides clothing and apparel.
@@ks-ws7te ok whatever but like how many $200 hoodies can a person buy before it feels stupid?
Your way of story telling just stands out in such a great way. I remember the first time I watched one of your videos, I was then sucked into channel and binged watched almost everything in just a few days. Thanks for just doing it your way.
Except the pronunciation of comme des garcons @17:54
Amazing video. Sums up everything wrong with fashion, art and consumerism.
And misogyny, in which a feminist icon and pioneer was stolen from by men, who were so lauded that they didn’t even find the need to ever acknowledge her in their climb to fame.
Yup...
@@seemsfishy23 Shut up woman !! 😂🤣
Barbra is such a G, 13:55 that whole section is why she is a true 'artist' and did more for the "culture" than supereme ever will and superemee will come and go she will forever have a place in history, in art history, in politics, and in culture. The irony and hypocrisy is just on another level, but the sheeps will never know the story.
Honestly Supreme isn’t even original at all. They just borrow/steal iconic scenes/ pics of other art.
Sounds like AI.
I wish people would research the brand's, the morality behind them, and the genuineness of their ventures, I would rather buy rep supreme and deface it than support the actual brand.
The Travis $cott Analogy is PERFECT.
Truly hit the nail on the head
Awesome piece
Supreme didn’t create the tactics, they followed after bape who followed after Nike. Nike is The Godfather of modern fashion marketing, they need their respect. The Air Force 1 was going to be a one year shoe, but 3 sneaker shops in Baltimore demanded more. They each took on 5k pairs, this is well before the internet so this was a gigantic risk, and sold ALL of them through word of mouth. They used Jordan getting fined and the shoes being banned to make the shoes seem like they were for bad boys. Nike did it first, Nike did it best.
Nike to bape??? you are joking right? it's only the shoes not the Japan street style Niko says that he make the air force better that was the idea and that idea was godly! en many bape logo there are more then 10 different bape logos please don't say random shit that you don't know
@@Aapjeapen still tho if nike did ride that wave of MJ getting fined and the shoes banned to push that shoe that was master marketing, all comparisons aside ✌
@@Aapjeapen it's displayed in many of his clothing pieces too though so very relevant
As a filmmaker, a skater, and a Supreme fanBoy, I thoroughly enjoyed this documentary. Quality. Absolute QUALITY.
It hit me that Glossier stole her style as well. I'm sure they stole from other creatives as well. Great video btw
Dope video, crazy how we have all participated in this crazy war of "peacocking". Trying to one-up those around us. Pretty disgusting how social media has only further exasperated this issue.
I don't... I am most amused how others do what you very fittingly call "peacocking". I mean I try to look nice and all, but not via simple "look how much money I have"-stickers. Quality and comfort beats everything else.
Barbara Kruger is overrated honestly. I dont understand why she is so relevant. All she does is paste words on images. my 5 yr old cousin could do that.
GREAT VIDEO DUDE!!! I hope more people will see that and think that supreme is just BULLSHIT
It’s actually kind of funny that people can be angry at Supreme, when Kruger did a very similar thing to Descartes.
It’s ok when she does it because she’s an “Artist”
Who cares what Barbara thinks? There's absolutely nothing interesting, original, nor creative about her work. She's also obviously insecure about her intellect. She tries to pump up her comments with redundant adjectives. Besides, all successful artists have stolen
✊
@TTFPouyi nobody has an idea that’s 100 percent their own. It’s always based on something you saw, herd, ex…..
So Supreme "stole" from a woman who took a font someone else made, and quotes other people made, and put them over pictures other people took? Sure sounds like they stole from a thief.
Never bought in the Supreme hype, always saw it as just a boxed logo XD.
The real lesson we can take from this is: "Strike iron while it's hot." Just look at karmic example of what happened to Supreme when they tried to sue Supreme Italy 🇮🇹🤣
Another classic
Devil's advocate here: All 3 players in this game are just as guilty.
I feel like everybody already knows about Supreme's Supreme hypocrisy.
That being said, quality work. 👌
i still need to make that shirt in the style of a white supreme shirt that says "soup ream" instead of supreme.
GO.
Nothing makes me wanna not talk to someone more than seeing them wearing supreme and yeezys
Just one of the many indicators of our devolution : the enlargening and proliferation of logos on apparel.
Ralph Lauren logos the size of your chest .... Gucci written as big as the head garment itself....
Ditto with Supreme. They just NEED to ruin the minimalist / scarcity of it.
As a child I also wanted to display the 'air ' in my Nikes; the label on my surf t-shirts. Then I grew up.
Barbara Kruger is a genius- calling out Supreme for being the ultimate corporate culture vultures is utterly apropos. What a sick joke
No offends a red box with white isn't copyright. However using the word "Supreme" is. You can't copyright stuff like that you can it was inspired not a copy. they don't own the box logo they own "SUPREME"
So that why "SUPREME BITCH" is a direct rip off
It’s common sense really
A jerk brand for mindless consumers.Awesome video.Barbara Kruger rules.
I remember when they were a low-key skate brand. A lot of skate brands blew up and it's hella weird to see
this is amazing. stumbled across this on my recommended. incredible work; I'm awestruck.
good documentary very interesting watch definitely subscribing
according to the like-section, 5 people resell supreme
Kruger didn't care until Supreme got greedy about it. Legend.
This deserves more views, I feel like not many people are aware of this.
I like the idea of logo rips and parodies but damn if you build your company on that idea and have a problem with other people doing that shit is whack. It's like a rapper sampling songs for their beats and then wont allow others to sample your music.
Ever since the beginning, something told me to stay away from anything and anyone with this brand on it.
I couldn't have been more proud of my gut feeling.
felt the same way and i didnt even know it was expensive utill some one tried to sell me all these random ass things in their apartment this person used to be known as a "baller" in my circle of friends. It was the weirdest collection of items with this logo like an ash tray or a plunger. He wanted an atrocious amount of money. I not only thought it was tacky but hilarious that everyone was acutally paying these prices to wear this stuff.
Everything in art, fashion and music, btw all art, is ripped off no matter how original one thinks it is.
90' marketing was based on taking popular product images and altering them with your product. You know how many products use the tide logo?
Barbara’s art installation response was just 👌🏾 *chefs kiss *
Thanks for this docu, never knew about Barbara. She is the real boss.
AMAZING video! I love that you provided so much historical content and I do agree that the market for streetwear is super oversaturated now.
That was the whole point of streetwear though
24:19 seeing the Everlasting logo on Supreme wants to make me puke - a once legendary brand being milked to death by Sports Direct of the UK (they have a reputation of buying out brands that is going through financial troubles and bastardising them to death, sometimes turning them into cheap and naff)
Dorks
👆 Speaking of the Dorks waiting in lines for hours for something to open.
That’s thee corniest ish in the universe.
If you’re really cool and actually really have money, you don’t have to wait in lines to waist your money.
But on The Dope Side of things , this video is Dope. Very well done , Sir. ✌️
im gonna own a crowbar and do nothing with it cus ItS CoOl
Damn this one touched me, I’m wiping my tears away with my Supreme napkin rn.
Do they sell those? I only ask because they really sold a brick.
Haven’t subbed to to anyone in a long time u different tho
24:41 That's so much "fucking" I've heard in a short span of time
This video is perfection materialized into the perfect mix of history and commentary on the modern aspects of consumerism. I never was a fan of Supreme but after this video I have negative opinions of the brand and can’t imagine ever spendin my money on this company that ironically represents one thing by simultaneously being the exact thing they seem to detest
• you teach me something new every time •
I’m older and remember when the brand Parachute was big in the early 80s. About 3 years ago, I found a vintage parachute men’s shirt for like $10. in great collection.
But not many ppl. now know about Parachute nowadays. It was a great brand, but not a steer wear brand. They used to have a big store across from the Comme store in SOHO NYC.
I've been watching your videos since some of your first essays and I really have to say that I'm beyond astonished. Your process and the end result of it have only gotten better and this may have been your best one yet. I didn't even know who Barbara Kruger was until tonight and now I'm buying a book detailing her art and life. I really hope you continue to make these, and thank you.
Just one point: the only thing I disagree with is when you said that "Supreme still have plenty of cool stuff, I just wouldn't wear it because of who/what it represents."
If I know my reasons for wearing something, then I personally don't care about what other people think I would wear it for, even less what other people wear it for. If I like bape shark hoodies because of the early 2000s Japanese streewear scene, it doesn't matter that my peer likes the hoodies because his favourite Faze clan member wore it. Many other people liking something I like, for a reason I don't agree with, won't make me discard my own taste.
This following point isn't about you, just a related topic, I just don't like it when people are 'too deep' to enjoy things they like. Adidas superstars are nice, but everyone wears them, they don't understand the cultural significance they don't even know who Run DMC are, so I refuse to wear them. That to me is just so unnecessary, stay strong in your character and just hold true to what you like, don't worry about it.
I agree with you. I feel like as I get older I like supreme a little less, but I would kill for the collabs they did with hr giger and the guy who does the aphex twin videos (Chris something).
Beauty and fashion is relative, one can like or dislike certain trends and styles; and after all it’s not a history class, we don’t have to always know something about our fav pair of shoes/sneakers lol (not that serious!)
@@leratokhoase exactly, everyone can wear things for their own reasons
art is always recycling of something pre existing
It's one's own input on top of other's work that differentiates between plagiarism and inspiration in art. Definitely not this case.
@@wellbi Exactly. If you’re copying, it’s still art…but it’s not yours.
@@TahtahmesDiary No, it's a copy. When there's no artist behind a piece, there's no art.
First off, no offense but this host has the worse nasal voice and even worse script reading. Second, I would NEVER buy Supreme ® garbage.... Ever, ever, ever. Shout out to Barbara Kruger from NJ❤️
this is so important and what Barbara deserves, thank you for making this
Agree completely. Ironically used to be a underground brand has now turned into a billion dollar corporation. The very thing they were against when they started. Which they all are now, stussy, palace, the list goes on. Can’t believe people still are suckered into buying this overpriced crap thinking they are unique. Not to mention partnering with other corporations to “collab”. Hello supreme, I used to buy your stuff because it isn’t part of the system like fendi, channel or Gucci, but now you team up with them? Glad I sold all of mine before people wake up and realize they’re buying an ridiculously expensive target shirt.
This is far superior too anything you pay for, way more informative, direct and especially creative and beautiful. I loved the "direct address" merge
Supreme ripped off a Powell Peralta shirt logo from the 80's as far as I am concerned . LOL Skate graphics are about shitting on/ laughing at or just having fun with big companies raping the world. GO SKATE
Didn't supreme release a brick with the logo on it lol 🤣
FW16 week 6 was all bricks.
It's kind of funny people think Supreme stole their brand identity from Barbara Kruger when Barbara Kruger herself stole her visual identity from the Russian constructivists. At the end of the day, as Picasso said: ''Bad artists copy, good artists steal.''
When she dies, her estate will sue supreme, lol.
Barbara Kruger is such a G and a breath of fresh air. Visual art as well with music is always better when it’s a part of counter culture or the underground. When that movement becomes the culture it loses it’s edge and identity. Just like with Jazz, Rock and Hip Hop. When any underground grassroots movement becomes mainstream it’s no longer true to it’s mission which is to expose the truth that the mainstream culture ignores for profit. As a result the originators are almost always overlooked and forgotten. I’m glad I learned about Ms. Kruger today. Her mentality along with her history of work is amazing.
I am certain Barbara Kruger loves Supreme because their behavior and purpose doesn't just prove her message right, but elevates her art furthermore everlasting.
Plot Twist... Just like every undercurrent in America, Supreme paid her to stay quiet years ago! Don't be surprised if she got paid $100,000,000 dollars for her to stay quiet and ride the ride!
Please keep this up, you have one of the most beautiful channels on this website
I love your work. It’s not what I usually watch on RUclips but your work is quality and commands attention. New sub
Great Documentary! The most influential Hip-Hop artists who wore Supreme were The Diplomats (Dipset), otherwise keep up the good work. Rooting for you
I’m not a fan of Supreme at all. But they did do a collaboration with Barbara. If you lived in New York City you would know that her direction and artwork was used on the back of all subway passes for a certain period of time in which was a Supreme project.
I love finding gems like this man, very well told and edited
Wow 😲 .... Good video nice to know supremes history. Even tho they r still big , to me they r a big rip off ya supreme lovers can have it.. I'll sell it..
One of your best videos yet, and I didn't even care about the topic when I clicked on it! You are getting better and better at laying out the events and having a theme to the entire recollection. Looking forward to more!
This is a nice piece of journalism but it’s biased… hope to see more neutrality…and tell the facts from the two sides of the coin…don’t judge as a journalist…. Otherwise it’s just gossip… neutrally is what makes it journalism…. Let the audience judge