Supreme's rise to prominence was influenced by the aura of exclusivity created through a selective approach to customer interaction. Local skaters, serving as gatekeepers, controlled access to the coveted items in the store, fostering a sense of mystique and hype.

Supreme is an American clothing and skateboarding brand founded by James Jebbia in April 1994 in New York City. It is known for its influence on streetwear culture and urban fashion trends.

Supreme opened its first store outside of the USA in Japan, specifically in the district of Harajuku in Tokyo in 1996. This move marked the brand's expansion into the international market, joining other popular streetwear stores in the area.

In 2004, Supreme opened its second store on North Fairfax Ave in Los Angeles, California. This location was larger than the original store in New York City, expanding the brand's presence.

Since 2013, Supreme has operated as a proper fashion company with two yearly collections - spring/summer and fall/winter. Despite this transition, the brand still maintains its strategy of releasing limited products and styles, relying on natural interest and demand rather than traditional marketing.

cherry, a full-length skateboarding film directed by William Strobeck, was released by Supreme in 2014, capturing the essence of the skateboarding culture.

In 2015, Supreme launched a web edit named Swoosh, created by William Strobeck, featuring the skateboarding talents associated with the brand.

Following the Paris store opening in 2016, Supreme formed a French skate team that includes skaters like Dayanne Akadiri, Manuel Schenck, Lucien Momy, and others.

On October 6, 2017, James Jebbia confirmed that Supreme sold a significant stake of roughly 50% to private equity firm The Carlyle Group. This strategic move brought new investment into the company.

In 2018, Supreme lost a lawsuit in an Italian court, leading to the European Union refusing to register its trademark in Italy and Spain.

In November 2019, the European Union Intellectual Property Office (EUIPO) found that Supreme's brand is distinct and eligible for an EU trademark.

On August 27, 2020, EUIPO granted Supreme a Europe-wide trademark for bags, clothing, and retail stores.

Supreme's collaborations highlight its dedication to artistic expression and its skill in reshaping the boundaries between fashion, art, and culture.

Supreme's ability to evolve with trends while maintaining its authenticity has been crucial for its enduring success. The brand's exclusive releases and cultural impact continue to thrive.

As of 2023, the Supreme skate team includes skaters like Aidan Mackey, Brian Anderson, Ben Kadow, Jason Dill, Sean Pablo, Tyshawn Jones, Mark Gonzales, and others.