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  • What’s behind the enduring appeal of Supreme?
  • What’s behind the enduring appeal of Supreme?
    PawelOZ, Creative Commons (2014) ©
CASE STUDY

Supreme: selling out to Gen Z hypebeasts

Streetwear brand Supreme is a bundle of contradictions. It’s affordable yet exclusive; ultra-rare but surprisingly easy to buy; and is both a high fashion collaborator and foundation of subcultural style. How has this niche label kept its cool, even while attracting gaggles of teens to its stores?

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