Sold for more than 2 billion, Supreme is the newcomer of the VF Corp. The company, which already owns brands such as The North Face, Vans, Dickies, Napapijri, Timberland and Eastpack, has acquired what we can undoubtedly define as the brand with the most hype in recent years. We all remember the queues outside the Supreme stores (very few) in the world, with hundreds of young people ready to grab the clothes and accessories with the iconic fiery red logo, will it still be like this now?
The relationship between Supreme and VF is, in fact, anything but new: the brand has already collaborated several times with some of the VF brands, creating collections that are now iconic and sold out in just a few days. In particular, collaborations with Vans and The North Face have been many and successful, perhaps a reason that led the company to completely acquire Supreme.
James Jebbia, the founder of what was conceived as a skateboard brand, commented on the acquisition: “We are proud to be joining VF, a world-class company that hosts major brands we have worked with for years, including The North Face, Vans and Timberland. This partnership will maintain our unique culture and independence while allowing us to grow following the same path we have taken since 1994 ”. It seems that Supreme focuses on keeping its origins firm, without ever straying from the values ​​and style that have always distinguished it in the streetwear universe. For its part, VF Corp said the acquisition will give Supreme “the opportunity to leverage its global supply chain, international platforms, digital capabilities and consumer understanding.” It would not limit, he added, Supreme to work closely with brands within the VF portfolio, allowing it to continue the collaboration strategy to include unorthodox and incredibly