I think that now it's safe to say that Supreme has permeated through to mainstream culture from it's niche skateboarding/streetwear starting position. Recently I noticed a young kid, probably early teens with your standard Topman jeans and astroturf football boots topped off with a grey Supreme bogo. For those that self identify as early adopters Supreme is no longer a must have or have in general.

For others Supreme is still to be idolised; if you're a teen then currently Supreme is basically the brand that all your heroes and flag bearers are wearing. When streetwear, driven by Supreme, hit the mainstream it answered a question which had been hanging round for a while – where are the new subcultures? It's just taken them a while to decode the social messages that hypebeasts, streetwear heads and sneakerheads everywhere have been sending for a few decades. If mainstream Guardian readers were able to work it out, it wouldn't have been cool in the first place.

Whilst Supreme may lose staff like Brendon Babenzien to form brands like Noah, you wonder if Supreme will be able to evolve and where it's future lies. The price point won't allow for it to morph in to a true luxury brand without alienating it's core customer base and it certainly won't be getting any more accessible. It would be easy to see James Jebbia sell the company and it lose the purity of it's hype, or he might remain at the top and lose interest. He must have had offers already. You get the feeling, with the echo chamber nature of the internet and reseller's vested interest in it's success, that a very poor Supreme collection would be their complete downfall. Each hype site would have a 'where it all went wrong for Supreme' 600 word write up accompanied by memes and a slideshow of the most hyped pieces from the golden era. Not that there has been any indication that that would happen under Jebbia.

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