Supreme's new collection proves the brand has grown up
Love it or hate it, Supreme has changed the menswear game.
It brought streetwear into the mainstream; it influenced designers at the top end and, most impressively, has made millions in the process. But now, it seems the cult label has more than a 15-year-old from Hampshire in its sights.
The newly-released AW18 lookbook (26 pages that had the internet hyperventilating all morning) has debuted a pivot from the usual stuff. Take, for instance, the shearling jacket: a classic wardrobe staple that's enjoyed a rejig thanks to geometric stitching and a semi-patchwork construction.
Elsewhere there's a lot of orange - a shade long-tipped for greatness - embraced in an extremely wearable overcoat. And lest we forget Supreme's handle on the worker jacket: there's blue leather for those seeking texture, and an embroidered alternative for those who want branding. All of this points to a Supreme that's considering the everyday bloke in addition to the beanie-hatted skaters it knows so well.
Which is a good thing.
Of course, the #waveygarms are still plentiful: Supreme has to make truckloads of cash, after all. But the new direction is both a refreshing and promising move from a brand more au fait with brash statements than it is timeless menswear - and a sign the brand may well snag a new demographic entirely.