Sold Out: The Underground Economy of Supreme Resellers

Mar 9, 2024 | Economics, Videos

In 1994, James Jebbia made history when he opened the first Supreme store in New York’s Lafayette Street. This small shop was truly ahead of its time; it not only catered to skaters but was staffed and run by skaters themselves. The layout of the store had even been designed with wider aisles so that skaters could walk in with their skateboards.

This launching of Supreme marked a defining moment in streetwear fashion as it has become one of the most influential and sought-after brands today. It has come to inspire generations with its bold designs and collaborations, creating an iconic status that has been well earned over decades of dedication and hard work. To understand the full story behind this revolutionary brand, you should watch ‘Sole Provider: 30 Years Of Nike SB Dunk’, a documentary from VICE Studios that dives into the history and impact of Supreme.


‘Sole Provider’ takes you through Supreme’s journey over the last three decades; from its humble beginnings as a small skate shop to becoming one of the biggest brands on the planet. You can learn about how founder James Jebbia brought together different elements from fashion, art, music and skate culture to create something truly unique. It captures rare archival footage, interviews with key figures within the industry, as well as special moments from some of

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