Was Tremaine Emory at Supreme Worth the HYPE!? | Fashion Business Review
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- Опубликовано: 14 авг 2024
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In this detailed analysis, Reggie Casual delves into Tremaine Emory's brief tenure as Supreme's creative director. Explore the highs and lows of this era, from Emory's design direction to the controversy surrounding his collaboration with artist Arthur Jafa. Discover why the collaboration's fallout raised questions about representation, radicalism, and the fashion industry's role in addressing sensitive topics. Was it Worth the Hype? Reggie Casual breaks it down.
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prob the only sane take on this I've seen
I said Tremaine should’ve never been hired for the position from the jump. Doesn’t skate, never wore supreme, etc. Two different markets. Obviously a novelty move on Supreme’s part due to his affiliations with Ye & Virgil, which even Ye called out. They used Tremaine for the look and he accepted for the look. Preme got to temporarily regain the attention/validation of the “community” and Tremaine was able to add to his resume. Outside of that, nothing impactful happened.
Tremaine def skated
But he’s black.
Neither did jebbia, but it was mutual in its using of one another
Majority of people who wear supreme don’t skate nor do the black artist or people that they put on they clothing.
@@joshmuhammad6587 “Majority” of the “black artists” that were used have all said that when they were initially contacted to do supreme shoots, they didn’t know what it was bc it was a skateboard brand. Also, “majority” of the ppl who actually wore supreme pre hype/resell culture when it actually mattered, all skated. The point you’re trying to make is the reason this video was made. The issue is the brand making moves based off hype instead it’s roots/identity. That’s why it was a bad look, just another hype move.
I hate how Tremaine felt like he needed to whine abt systemic racism. Supreme is not the brand for this message, that’s for his brand. Trying to force a brand to follow ur direction and if they don’t then it is systemic racism is goofy. How abt have an actual artistic take on the piece instead of just lazy design
SO WHAT MESSAGE DOES SUPREME PUSH WHEN THEY PUT OUT A MALCOM X SHIRT???…
The only thing Supreme did wrong was not have a sitdown with Tremaine and the other black designers to let it all out. That being said, Tremaine looks super sensitive for not just letting it go and making a way bigger fuss about it than he needed to...
Definitely the most informed take on this situation/debacle. I believe Tremaine at Supreme was worth the hype. This issue in all of this is at the end of the day is that messaging/imagery is only as impactful as the clothes are. He struck gold with the “cotton wreath”. If the approach to this controversial collaboration was based in symbolism as opposed to literal imagery I believe it would have been released. To Tremaine’s point in all of this, that SHOULD have been a conversation. To Jebbia’s point, something so controversial should have been understood. I’d be interested to see if we see this collab completed through the Denim Tears line.
I agree. Black radicals don’t wear Supreme like that, so there was no market for that release. Seemed like pure shock factor and an attempt to stir the pot, but done in a distasteful way. Take away Supreme design language and branding, he maybe could have done something more impactful with those images. But as a black man myself, I definitely would have saw this release and asked “why would Supreme do this?”
SO WHATS THE MARKET SUPREME IS PITCHING TO WHEN THEY DROP A MALCOM X SHIRT???…KNOCK IT OFF BLACK MAN
Despite him butting heads with Kanye, he wanted to do something similar to what Ye did in his Yeezus era of utilizing controversial imagery and distress as symbolism. Difference is Emory decided to be more direct with the approach and straight up use those dark images to evoke his point.
On paper, this wouldn't even be typically out of line for Supreme to use shock value. But Supreme has been out of touch with their urban/skate roots for decades. They're a luxury for upper class now, and the moment Emory truly pulls skate roots and uses imagery to tense for mass sales, they slide it off without discussion.
Because they didn’t hire him for his actual perspective. He was exactly what they needed him to be, a black face with enough cultural significance to make them look “cool” to the cool kids again. I honestly think he planned this drop to force them to show their hand and he got exactly what he wanted lol
upper class? supreme's main audience is surely the middle class
Nah u have to consider supreme is for skate kids,most of them white. No white kid wants to wear a lycnhed black man unless they want to be seen as racist. Shi I wouldn’t wear it cause it provides nothing but shock value
BASED REGGIE TELLING IT LIKE IT IS
Ya I don't see anyone with sense wearing those slavery shirts? Supreme were right to not release them but not right in the way they let go of Tremaine. That release reminded me of wen the Kardashian sisters wanted to release 2pac and biggie shirts with them on it. Like whaaaa? Seems like ppl who make a certain amount of money lose touch with reality. Must be nice in the high rise.
Nice video. You do a great job at narrating subjects.
That's not what he was hired for. He was hired to mascot as a Vigil Abloh. Inclusion by a dwindling brand grasping for relevance, doomed.
Bingo
Kidsuper is on brand as a creative director for Supreme. Emory doesn’t fit Supreme any more than kidsuper fits LV.
As a black person I ain’t wearing none of those images on my front or my back. That man was crazy. Leave the fashion activism at Denim Tears
I agree with u. They were just better not working together. Sometimes the two just don’t come together. No one is wrong. Everyone has a valid reason for doing what they think is best FOR WHAT THEY’RE TRYING TO ACHIEVE. Another door will open for Tremaine, one that will probably be a better “fit”
Totally agree with you 💯thank you for sharing your honest love this video 👏👏👏👏❤️🙏🇬🇧
They gave tremaine a chance and he blew it with his poor taste in designs. And now tremaine is pissed and throwing the racism card in to the pool. Sounds like tremaine is being a poor sport about the whole thing.
He's not a poor designer but rather he didn't shake up anything at Supreme that evoked even the slightest nod that his influence was in the brand (compared to Babenzien's NOAH influence at J. Crew).
As for the racism thing - it's a tough case. On one hand, what made Virgil successful is he knew how to mass market with Corpo collabs and use that success as his gateway to produce the work he wanted and portray to raise awareness. Even though Tremaine has Denim Tears, it seems like he wanted to spearhead the topic directly with a big brand like Supreme - but Supreme's clients are trend chasing hypebeasts, not fashionhead activists. I understand the dedication, and it sucks Black creatives have to "tone down" to make it with the masses, but even if Supreme approved of the apparel with lynching imagery - that money is just funding the Corpos he claims to hate and they'd find more ways to mass market on Black pain. But hey, gotta love capitalism.
@@adrianveidt4344 I don't think it's a problem to have to tone down in a corporate setting. Personally, I don't mind the concept but it clearly was too political and controversial for supreme. When I go into a fancy meeting I don't swear let alone say the n word. This is basic common sense. If your going to be an activist great but be mindful of your environment don't cut your nose to spite your face.
I appreciate your nuanced take on a potentially polarizing topic. Supreme could've handled it better, and Emory could've looked at the situation from all perspectives involved, before running to social media to say systemic racism was the main issue at hand....even if that's the way he felt. I'll leave it to you and others to say if Emory is as talented as he thinks he is.....maybe time will tell.
I am a black man.. and I am totally with Supreme on this. There is no place for that kind of imagery on SUPREME clothing, that’s not the kind of diversity I feel we need. Good call on supreme. Dude needs to evaluate what kind of way he wants to be radical. Because that is misguided
NAH YOUR WHITE
Supreme has clothes that straight up say Fuck you. So “that kind of imagery” at least has substance. Also they hired Tremaine, you know the guy that made the cotton wreath, and you think that Tremaine is out of line? Siding with Supreme is not doing the basic amount of research on Tremaine.
Supreme didn't want kids going around with image of black man abuse. Good!
Ye told….nvm. Great video nonetheless
Thank you for creating high quality content
Good explanation.
great take, definitely not worth the hype. if those shirts hit the streets it was going to end supreme fr
I initially sided with tremaine after watching an interview, but when I thought about it, the collab was really just an exercise in commercialization. Jafa is already at the top of his game. He's not an obscure artist who needs supreme to champion his work and supreme doesn't need Jafa to stay relevant. It's a bit of clout chasing on both sides and commercial value is the bottom line. That's all it is. Tremaine should've been content with using less graphic imagery. By all accounts they were fully down with a Jafa collab
i feel knowledgeable watching this channel, my fashion IQ is getting somewhere
Am I the only one who was waiting for you to say "and then these photos surface of his wedding" 😂😂😂😁
Good analysis thx . Especially useful since I have never heard of this designer before and that I don’t intend at all to buy any supreme clothes in my life .
He should of just done the collab outside supreme if that’s an option. I think it’s selfish to put things so personal into a brand that already has a strong theme and appearance. It wasn’t the place for designs like that
Emory isn’t wrong for wanting to display Amerikkkan history, but using a white man’s platform to promote that message is plain foolery. Instead he should’ve utilized the resources supreme has to offer in order to develop the project on his own. He easily could’ve recruited black models from the preme team who were comfortable with it which would’ve Aided in reaching a vast audience. This has to be for clout because what colored person is delusional to believe a caucazoid is willing to share their platform for an agenda that isn’t aligned with theirs?
5:26 😂 If you think responding to an email is commitment to diversity, anyone who views you as a person of substance is dead in the water 😂 seeing an alligator 🐊 and calling it a floating log 😅 must be bliss ✌🏾
Can you speak more clearly Yoda.They had a complain from a minority, they addressed it. Can they do more, yes, but they could have ignore it as well. Guys like Tremaine and Kanye are in business with white people 90% of the time. They start to talk about race and ask for "the people" support ONLY when things dont go their way. But when there is Money, Champagne and caviar at the table, we dont hear about them...
Agreed, they should never worked together to begin with. Tremaine has great skills and talent just think it's too radical and Kerby already did that before Covid.
I remember back in 2016-2018 my co workers was spending money every week just for the drop..
But that glow in the dark sweatsuit was insane.
Tremaine tried to pull Ye smh. He literally did this after the announcement of his sickness, got me de javu about V little bit. Hope he's okay tho.
MARTINE ROSE ON A SPEEDBOAT
He was gonna start random race wars if supreme released that garbage... could you imagine a young white kid passing a urban neighborhood with a black man with lashes on his back on a bright color tee !? Are you out of your mind !! He was gonna try and Tank the Brand on his own accord ... he absolutely was gonna try to pull a kanye and hide behind his artistic vision " let a white designer try this he would be banished from the industry
His design was lackluster anyway I am happy he’s gone.
We need old design team back
If I were Jewish, I wouldn't want to wear a picture of a concentration camp on my shirt. Nor would I want to see that shirt on anyone. ... I don't know who his target audience was ... I can't imagine it was Black people.
I think another issue from Tremaine’s perspective and those who support him is that Supreme is not against selling graphic imagery or pushing political views. From the Slayer wrist tee to the Stormy Daniels tee. While I will say some of his choices were rough it did deserve a conversation as they’ve done things just as politically charged and as graphic before. Hell even some of the Sean Cliver stuff is very edgy in terms of optics. From his stance it comes off hypocritical that that’s ok and simultaneously being ok with commodifying black culture with YB or a DOOM drop while not allowing more stories to be shared of the black experience. From his stance it looks as if we’re only good for a rap tee outside of that we don’t want to see you.
Peep the art of Arthur “AJ” Jafa… do yourself a favor.
I agree there a conversation to me had, but I’m not exactly wearing a slavery shirt to go out. I’d be criticized worse that wearing Balenciaga. Funny thing is, I spoke with Tremaine at a party the weekend before he moved to NY. He did mention shaking things up, but wooooow I didn’t see that direction coming.
Dude is overrated.. he was coddled like a toddler and probably would have tanked the brand to further his own radical agenda. He was in too high of a position to be so clueless on the business end of a billion dollar company. Good riddance.
I feel like he’s just race hustling tbh. Been doing that
the whole Supreme brand isnt worth the hype IMO
Both parties are bait !!
He was getting 600k a year but they’re so racist- ok
🤔Seems like a non-issue. Black radical social/political fashion imagery is nothing new. There's a reason it's generally produced in the underground. Mainstream/conservative companies are not interested if it doesn't sustainably move the needle of their bottom line. Employers want the clout of a radical Artist, without the controversy. Radical Designers/Artists want the recognition of the mainstream without the restriction. Neither gets exactly what they want, each try to outmaneuver the other. They either compromise or part ways. Every first year Designer understands if you're gonna push the needle that far, no mainstream entity is going to back you 100%. Don't see this one as racist (ie no more racist than any other company). They each got something from the deal, let's move on.
Constructive criticism to improve your content for the future! You mispronounced a couple words - "heralded" is pronounced "hair-ull-did", not "her-all-did" and "fanfare" is pronounced "fan-fair", not "fan-fear".
No cause the designs were ass. 😂😅 how do you mess up that many times and get away with it?! Ask the consumers. Supreme a joke now.
lol of course your a damage control agent
they both suck. i liked the throwback supreme designs tho
The guys work in supreme was terrible. Glad his divisive arse is out of here
supreme was built on putting images of black people on their clothing but now it's not ok because its offensive or do people want to forget the journey from hanging on trees to hanging on tees ?
There’s a BIG difference between an image of a black rapper and a person being hanged. And it seems (based on your comment) that no one has really forgotten about the sh*t that black people went through. Plus Supreme is a business with business interests so for them “it’s not ok”. I’m not saying you’re wrong in theory but it’s just not the same.
Most (white) Supreme fans should not wear slavery Supreme, but you've gotta admit that that would be the hardest graphic tee of all time. I'd buy.
Nah, that's not hard. Thats super lazy. You want more lazy ideas: Tee-shirt of Emmet Till face, of Auschwitz survivor, of abused kids. You see, ahocking is super easy... and lazy.
Supreme been dead …I was happy when I saw he was over there thinking he would bring back that old supreme hype vibe but I was sadly mistaken 😂😩😩😩🥲🤦🏾♂️
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