Check out the streetwear label's swanky new Paris shop.
Despite its cult status, its influence across the menswear spectrum, and the fact that plenty of paparazzi-ed celebrities wear it, streetwear label Supreme is still anything but a retail juggernaut. In fact, the opening of its latest store in Paris brings the tally to only ten total across the world (six of which are in Japan, and Supreme wholesales to just one store, Dover Street Market New York). Still, the label's new outpost in the swanky Marais district of Paris shows that the brand can no longer fight what most have felt for years: that even with its hardcore skate-shop roots, Supreme is now officially a fashion brand above all else.
Of course, there's nothing inherently wrong with that. In fact, in an interview with Business of Fashion, Supreme founder James Jebbia stated, "I think a lot of people still want us to be this exclusive, precious brand, but we’re not at all. It’s much more complex than that." While we might disagree with the fact that a brand with only ten stores is somehow not exclusive (plus, just try buying a logo T-shirt via the brand's web store on a drop day), it is true that in 2016 the label has transcended streetwear—and even New York—culture. After years of seeing Supreme putting out quality products and cultivating a sense of mystery, these days it feels more comfortable to mention the brand in the same breath as, say, Maison Margiela, than it does to compare it to Zumiez.
Still, when it comes to store layouts, Supreme has never wavered in the design language it uses. Like the other eight outposts, the Paris store features wood floors and white walls that give way to sparse clothing racks, perfectly folded T-shirts, and artwork from the brand's closest friends. As with the label's London store, which opened in 2011, a sculpture inside the space is designed by legendary skater Mark Gonzales.
Oh, and if you find yourself in Paris tomorrow—and have several hours to spare—head over to the new shop, where an exclusive Paris-inspired box logo tee will be released.
Supreme Paris is located at 20 Rue Barbette.
Source: gq.com Photo: qg.com/Pinterest