How JAMES JEBBIA Became JAMES JEBBIA (The Real Supreme Story) 2019 | PART 1
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- Опубликовано: 4 сен 2024
- _IN PROCESS
EP. 14 | JAMES JEBBIA PT. 1
In this special 2 part episode, we’re taking a look at James Jebbia and Supreme. The creator of the legendary, iconic force in current pop culture comes from simple and humble beginnings. Though SupremeNewYork has countless new fans, so few of them bother to truly embrace the experimental company.
When was the first time you were exposed to Supreme?
James Jebbia’s Supreme was founded in 1994, in the SoHo neighborhood of Manhattan, New York City. The American born, British ex-pat came to New York in the early 80s and worked at a small, trendy boutique named Parachute. This was a wild, untamed NYC. While learning the ins and outs of retail, Jebbia would eventually link up with a key mentor- Shawn Stussy. Stussy ran his eponymous brand as a higher end approach to California surfwear. James Jebbia would go on to work at Stussy’s Soho shop, and eventually open his own boutique- Union.
While working at Union and Stussy, Jebbia began to notice a new, upcoming youth culture of NYC skate rats, graffiti writers, and street kids. They had unique styles and personalities, and no one was really targeting them as a fan base. Jebbia set aside $12,000 to set up an experimental skate shop on 274 LaFayette street. He hired local skaters to be the store’s staff, and he left the doors wide open during the day. James Jebbia named this space after the 1964 John Coltrane album, A Love Supreme.
Before Supreme was anything, it was a downtown meetup spot. Even though Jebbia was the owner, Supreme was truly possessed by the small misfit community that populated it. The skaters would decide who could buy, who can’t come, and what merch would be in stock. They represented a specific subculture of skateboarding, quintessential to New York.
The Supreme New York Store legitimacy continued to grow on the underground. Friends and family were cast in Larry Clark’s KIDS. The film was such a definitive snapshot of the Supreme lifestyle, it could’ve been a documentary. The Supreme crew was growing, and they were all young legends in the making. Interestingly, James Jebbia and the Supreme New York Store would first resonate mostly with the youth of a different urban jungle- Tokyo.
Budding Japanese influencers like Hiroshi Fujiwara and Nigo were huge fans of Stussy. By osmosis, Supreme fell into the mix. The reception and demand of the Japanese youth was so powerful that Supreme opened several of its boutiques in Tokyo. By gaining the legitimacy, fandom and validation of Japan, James Jebbia’s Supreme was poised to be the elevated street icon of the early 90s. Running alongside ultra popular brands Stussy, A Bathing Ape, and the early days of Nike SB, Supreme slowly became the staple of early 2000’s urban youth culture. Although the influence of Supreme would grow, James Jebbia continued to stay to the core of the brand’s philosophy- always keep the street kids in the driver’s seat.
Unfortunately, there’s legions of Supreme fans out there that do not understand this. Supreme is defined by these 2 titles: A boutique skate shop, and A skateboard lifestyle brand. That’s it. Supreme is NOT a Hypebeast accessory company. Supreme isn’t about hopping on trends and being embraced by influencers.
Sadly, there’s a lot of Supreme stans that believe flaunting Supreme merch automatically makes them an aesthetic pioneer. The rarity and exclusivity of many Supreme items create a demand so strong, that the secondary resale market has often spiraled out of control. With James Jebbia and crew keeping within their own bubble, the image of Supreme, unfortunately, is often handled by the people most disconnected from it.
Supreme’s ability to create art objects as references to the grimy NY streets of yesteryear is second to none. But like James Jebbia, you have to know and love those times to really value Supreme. SupremeNewYork would be nothing if it wasn’t for Jebbia’s commitment to respecting his original neighborhood scene.
There’s a reason why James Jebbia Supreme has been able to reach its current level of influence and popularity. It has nothing to do with hype or clever marketing. Supreme was as real as it gets. When you join a movement and and dedicate yourself to it, your brand becomes legendary.
That’s what it means to Push Product.
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push-product.com
Instagram @pushproduct
Patreon:
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Music:
"JELLO" by INTERNET STRANGERS
/ internetstrangers
For those who know- Supreme has a story so dense, we had to make 2 videos to tell it.
PART 2: ruclips.net/video/RKrML0d9XdI/видео.html
Yoooo im super interested in this stuff. Where do you get all this info?
Supreme is making money on the stupidity of its customers... makes me laugh :)
@@noordholland648 I second this question cuz im doing a marketing project on this lol
This channel is so underrated i love it. Keep up the great content❤️❤️
thanks for the love! We are working on more content for you guys.
PUSH PRODUCT this is the first video I’ve seen on your channel and I gotta say...fantastic job!
But.....now it IS a trendy streetwear brand....it IS an Instagram flex....I understand it started as an awesome genuine skate culture brand, but it’s not that anymore. It’s a trendy logo and nothing else now do to the people buying it.
Couldnt agree more. Cant blame the guy for cashing in but i wont wearit.
It’s crazy that a box logo hoodie for 120$ sells for 1200$ ridiculous
@@SpartanFx-ln2sr true, but that's not the fault of the brand, it's the fault of the people. Kind of inevitable when something has such high demand and such low quantity.
I disagree. I love that they put people onto bands like My Bloody Valentine and The Velvet Underground. They show love to true legends like Buju Banton and Naomi Campbell, and while I may not like every drop, I still usually buy one or two items a week. I first walked into that store to buy new tape in 1996 and have loved it since.
Nah bro u clearly don’t understand that supreme doesn’t fw those people they still doing what they been doing since they started this company if people want to buy it for the trend is their problem they will never understand the real roots of supreme
Anyone still waiting for how Bronze 56k become Bronze 56k xd
ZER0 GAMEPLAY yessss
Yeah !!
Nothing crazy lol. They were a NYC skate crew who did random crazy edits and random crazy photoshopped stuff, people loved them, so they made merch (with bad quality actually and expensive prices for what it was, because they had no money) which eventually made them more rich and more powerful!
They have an interview on I dunno where which explains all that!
pleass
@@MrAmirtaha bloke who owns it on jenkem
Supreme kind of set themselves up to become a streetwear clothing company through all the hype and exclusivity as well as their collaboration with LV.
I love their designs, but it's hard for me to take them seriously as a "grimy street brand" when most of their stuff is resold for crazy prices and worn by
the rich. It's like wearing a fur coat and saying that you're trying to represent the life of the wild animal you killed.
Yes you can argue that the resale is out of their control, but it's 100% done on purpose to generate hype and make the brand seem more upscale.
They can't just say "oops didn't mean to" when they control the supply.
LEO well what do you suppose they do?
🎯
Well said
I worked for James in Stussy and I’ll say this. The man was driven and a very shrewd man.
That saying he really had a finger on the pulse of the streets back then. From the whole vibe in the shop he would play the coolest music and nobody really got to touch it except him. You could say he was a bit of a control person but he knew what he wanted. A lot of my buddies went on to work at SUPREME . It was a really dope shop. He always made sure we got anything we wanted to wear if we wanted to rock something that day. Right of the shelf.
You may be wearing my old second hand shirts lol
This channel is a piece of commercial Art itself. Really amazing. Your animations are something else, crucial to illustrate the narrative and I can appreciate that you have few released videos given that you do each one with a lot of aesthetic effort. Well done
supreme never tried be like another brand ? when they whole idea came from stussy
ion whooked dude they been copying everything. Look at supremecopies on ig
ion whooked lol streetwear came from stussy if you wanna be this technical! They kinda changed how streetwear could be and pushed the limits. That’s all.
Actin like fuct didn’t influence the fuck outta supreme along w stussy this nigga don’t know shit
@@notaskater5586 you are clueless.
@@notaskater5586 supreme copies is a love letter to supreme not an exposé
Best channel I have found on RUclips
Best comment I have found on RUclips!
There are better. Just look.
Supreme sold bricks, just remember that.
They did it to show that people will buy whatever shit that has a supreme logo on it
They just wanted to flex their gangsta by moving some bricks.
they dont give a fuuck. they had a shirt ehgre it says "motherfucker" its real strrt lifff
Why not 🤷🏾♂️
I first saw Supreme in 2003 as a Freshman in highschool in NJ. My friend Joey Bats would wear it to school. He was one of the small handfull of people in my class of 1000 kids in my grade that skated. His older brothers all grew up skating and so I think they passed on a lot of style to him, including Supreme, having worn it during the 90s. It was apparently attainable then and more core to skateboarding back then. We both still skate today, as does 9/10 people in that group. Joe is extremely fashionable and did a lot for ONLY NY for a bit, not sure if he is still with them.
i really like the way you always present the conclusions on that pyramid, very pro bro. u really know how to do this,.
Hey Guys, thank you so much for this breakdown of the brand : Supreme!...about 2 weeks ago I though this very though, “how the brand was able to slap their name of a brick priced at 200$”?!....I think about the science behind brands and how they get us to consume!...thank you so much for this clear, visual explanation!!...I appreciate you guys...I will show my appreciation very soon!
Michelle Steele not even resell of the brick is $200
Now this guy got me sitting in front of laptop nervously every 11am Thursday.
07:52
I met him two weeks ago at the Dallas sneaker con! Crazy.
Two J’s Kicks from Urban Necessities
I’LL BE ON PUSH PRODUCT SOMEDAY
You're on meth
Work Work Work Work Harder
Me too bro, some day....
Lefika Shashane hows that going for you?
“Never following anyone’s lead” but blatantly rips off Barbara Kruger and her art from the jump.... FoH Supreme hasn’t been dope since 07
I’ll be honest I don’t skate but I like supreme not for the hype but just everything it’s about the culture the style. I just love it
Don't fucking wear it it's like not knowing who Jake Phelps is and wearing thrasher
@@hellzey2371 It's like not knowing Eric Swenson and Fausto Vitello. Duane Peters also, who named the magazine "Thrasher."
@@salvadorreyes1337 exactly
The Best video you guys ever made. Wow great work guys I mean A+++. Great job to your whole team everything was on point! Everything even the score music
this video helped me a lot with a college essay, especially the Duchamp stuff, gg's well done
cough cough, Krooked*
Thought I was the only one who noticed.
get it strait ride Krooked.
i fuxk wit the origins and the real brands they’ve branched but aren’t they partly ownered my The Carlyle Group now ? which kinda contradicts everything
Great content guys, much appreciated! Glad I found your channel recently as your vids have helped me gain some much-needed inspiration to a recent creative slump I've found myself in... So, again, much appreciated!
Damn yo. Idk if you skate but you did the research for real. Also your references to art history are commendable. Impressive shit, thought this video wouldn’t get it right like most of the media
great video, a lot of people dont know shit about what supreme represents. All these 15 yr olds just wana sell on stockx and get IG clout.
11:14 lol dude walking backwards into the fire hydrant and falling
Best RUclips video I’ve seen on supreme. You get it and it is good to see the right point of view in the media. Props to you!
If you think Jebbia isn't in on the joke if putting Supreme on every day crap, you're dreaming.
One person you should look into is Andrew Lee of Commissary, based out of Costa Mesa, CA. He was originally from New York and was actively involved with Supreme back in the 90’s as well, so once he made his way to the golden coast, he opened up Commissary in the early 00’s, and was the ONLY location that carried Supreme officially outside of the notable landmarks of Los Angeles, New York, and Tokyo at the time. Since then, he’s also collaborated with some well known brands in the industry, most recently Anti Social Social Club, and Vans. I’m sure you’ll have a great time looking into this man, as he is known for his dislike of interviews, and public notoriety. I know the man personally, but I would like to see what you guys are able to dig up. It’ll be a very fun investigation
ive been a fan for about 3 months and the only criticism i have for any video on this channel is the audio mixing. I just think the acoustics in the room you record in are too high! Keep working this video was dope!
Hi Kins, thanks for the support, we just got a new studio space where we will be recording most of our stuff. sorry for the quality of the audio so far. we are always getting better. more dope content coming soon.
People who hate or hype Supreme just don't know shit about skateboarding or the street culture
Yea until clout chasers and kids with moms credit cards storming in to resell lmao
Only thing worse than hypebeast kids is hipsters who think they know more about the "street culture" than everyone else, and that makes them more worthy.
Then tell me just how
EXACTLY
Ik
i discovered supreme through roblox in 2011. og right here
2011 og ? Hahaha u a joke kid
Locked in from Crawley West Sussex. James Jabias hometown
Dude I this video is on point, I’ve been collecting supreme for 10years and I still am till now anything in my collection is cos I genuinely love the piece, I’ve never bought supreme for clout I love collecting supreme because of the art behind it.
Thank you for the video mane
12:52 they often cat other brand logos though?
Do one for OnlyNY please! that'll be awesome
OnlyNY aint growing
Great video and didn’t know much about Supreme, besides it being super popular with the hipster kids. I’m older, but alway followed my own style and trends and lead instead of follow others. Anyway, learned about the owner and it’s great to lead and have many follow and I used to own a popular house music record store and almost everything I said was going to hit big, it did and made ppl. listen to me and shop at my store.
Also, I used to love the Parachute brand from the 80’s and they had their own look and style. So it was nice to know this guy used to work for them. I never hear anyone speak about Parachute or even see their clothes in the used market and they were ahead of their time. I actually bought a parachute shirt at a garage sale about 3 years ago for like $7.00 and I’ll never be able to wear it, but the short means a lot to me and super rare for a brand that made a pretty impact on the fashion scene. Yeah, it takes talent to make trend forecasts and not everyone can do it, even tho everyone wants to be a designer.
You just got another sub! Thanks for the video!!
more people need to see this
you should share this video
“Never following anyone’s lead” but blatantly rips off Barbara Kruger and her art from the jump.... FoH Supreme hasn’t been dope since 07
great content, a lot of value here. please keep it up!
I'm gonna be honest, I hate your videos, but this is well-done.
yo what happened to MISS.SKATEBOARDS? did they undergo a name change or just stopped making clothes. i couldn't find anything on them
gonz started blind and krooked check the facts
What about 60/40 or atm click
Wow brilliant video essay
9:36 can someone please hook it up w a $100 box logo that’s legit? 😂😂
great video 🔥 love ur content
Thank you for explaining to people who don’t know about the real culture
that ending was clean af
$100 dollars for a box logo shirt?!?!? I WISH!! I’d swipe that card so quick 😂🤧
This channel is so fire
Chloe didn’t start Alltimers....
this is absolutley brilliant.
I remember hearing about supreme in the 2000s when i was skating a lot but u never really saw too many people rocking it.
This is brilliant
I’m glad to say I’m here before your channel blows up.
👏🏽👏🏽👏🏽
this video transcends the RUclips Label
"I will forever fuck with supreme regardless of hype or how popular it is" - EL DIABLO
I what you’re doing! These videos are all great!
I suscribed to their mailing list weeks ago and still haven't received anything. (Yes, I've checked the spam box.)
I don't deserve them yet cause THEY'RE SO COOOOOL!!!!!!!
Y’all really have some the hardest videos
plis who the name designer in 3:05 , i just can hear andre..
pliss help me what is the full name
Part 2 brought me to Part 1
I is to use many supreme products , still using too
Your voice is so relaxing lol
Remember when we used to kick it at Supreme? -skateboard kid
Always the best man!
One of the coolest chnnels ever
This is freaken awesome
SSUR creator also hung around Supreme
I have a brand called JazzduMétro. I started as a busker in the Paris subway and already I sold two hoodies to a guy in the UK and also have sold 30 Tees.
OFWGKTA got me into supreme
Thank you. People that do how much is your outfit challenges are not supreme fans supreme is art supreme is defining weirdness and craziness
Did Miss. go out of business? I can not locate their info
I wonder if Barbara Kruger is getting any of that money?
Why would she? It’s not her font, and she didn’t invent putting white text on red.
This is a great back story that a lot of kids should watch before following trends. I'm 20 yo and I wear weird clothe according to my peers but it's what you stand for that makes the clothe "strange" not the actual clothe itself!
Or maybe I'm wrong 😂
Soon u finna do my brand .
So much to learn from this Brand!
I love the channel. I sub
Those who know, know supreme ripped of Powell Peralta.
Well done
For some reason I like my profile pictures to have something that say “supreme” in it
The song at the end can anyone tell me who the artist is and what the name of the song is??? @pushproduct
A Love Supreme!
This is an amazing channel
This is an amazing comment! ;)
Can you make one of brockhamptom
JJ was in an episode of Grange Hill
Bruh what are you on about? Who says I have to love those artists to love supreme. In fact, if it weren’t for supreme, half of the collabs they do with artists, these hype beasts and I would not even know about them. It’s not the other way around where I had to know the original collaboration to be able to enjoy it.
How bloody Osiris + bloody Dior became “
Hi Tumelo, We did a small episode on Bloody Osiris, you can watch it here: ruclips.net/video/kIx64d9T2rw/видео.html
someone tell me what long sleeve that is at 6:35
That’s not a Supreme piece lol
one day imma be featured on here, for latch. remember the name
Do palace
It's in the works!
@@push_product yessss
I'm pretty sure that the tee on the left at 8:03 have never been made by Supreme
thanks guys :)
Do you still remember the 90s with its countless brands, does it still exist today? I had an Apple New York t-shirt, rare... or a Dope Tape sweatshirt. Unfortunately the quality was so shitty that it just didn't survive for long :D
DAMN ! sticker on "hackers" movie, daaamn !
you already know
can you guys do a vedio on ACW Samuel ross
RIP D.Ryder
Sorry but supreme is a streetwear brand whether that isn’t the intention or not that’s what it’s become like it wouldn’t be so popular if it weren’t for hypebeast and streetwear culture period .
Chanel is so under rated and this ish is amazing