Supreme

Brands from Madhappy and Patta to Bottega Veneta are once again embracing print magazines full of on-brand editorial content as they attempt to escape the algorithm and bypass the drawbacks of social-media marketing.

Streetwear is by no means dead, but its customers are changing. Today they're embracing a diverse wardrobe that mixes logo T-shirts with heritage brands and traditional menswear or luxury.

Supreme’s adherence to its business model of drops and scarcity might now be constraining its growth rather than driving it. It might be the moment for the streetwear pioneer to give in and go fully mass-market.

North Face owner VF Corp is selling the streetwear juggernaut to the Italian eyewear giant for $1.5 billion in cash. BoF breaks down the deal.

The French-Italian eyewear giant has agreed to buy the streetwear juggernaut from VF Corp. for $1.5 billion in cash, adding another lifestyle brand to a stable that already includes Ray-Ban and Oakley.

The streetwear giant’s creative director has submitted a letter of resignation, seen by BoF. Emory was Supreme’s first high-profile appointment since it was acquired by VF Corp in 2020.

A growing number of beauty brands are including loyal customers in the product development process and offering ways for fans to directly benefit from their growth.

Sales at the VF Corp.-owned brand have slipped, a sign that there may be a limit to how much its pioneering drops and collabs model can scale. But don’t count the streetwear giant out yet.

New-York based streetwear giant Supreme generated revenues of $523.1 million for the year ended March 2023, down from $561.5 million in the same period the year before, according to parent company VF. Corp’s annual report. Net income also decreased to $64.8 million, down from $82.4 million the year before.

Luxury brands may have pivoted away from sneakers, puffer jackets and hoodies, but new brands like Corteiz and Free The Youth are making the case for street culture’s enduring relevance in fashion.