A Love Supreme (for $80 t-shirts and $1,000 bricks, yes bricks)

by Timothy Ajayi

Supreme is a brand known mostly for its clothing, but also for its outrageous prices.  A normal shirt that can be made for $20 becomes $85 the moment the Supreme logo is placed on it. It is a sad but well-known fact that if you are interested in buying anything Supreme, you will have to do one of two things: either wait in a seemingly endless line at the crack of dawn, or keep refreshing the app store online, hoping that you get lucky. However, even if you do get the opportunity to buy a Supreme product, you must be prepared to spend a small fortune, as its products can cost as much as $20,000. To spend this much time and money—this is what devotion looks like. This kind of devotion is what the companies like Supreme live on. That is why Supreme’s current net worth equates to one billion dollars.

As long as the brand has devoted costumers who will go far and wide for their merchandise, as long as teens who live in Alaska or Oklahoma are willing to beg and plead with parents to fly to New York for a chance to buy a Supreme t-shirt, as long as the company simply places its logo on anything, then its going to continue to turn a profit. A good example of this is when the brand sold a brick (yes, you read that correctly) with its logo on it. Suddenly, there was a demand for Supreme bricks.

The status that relates to Supreme is what originally created its following. It is a common stereotype that anyone who wears Supreme must have money. This, in turn, makes Supreme consumers feel on top of the world. However, this causes people to spend money they don’t have to achieve this status.

It would be difficult to convince someone that their devotion is well meant but wrongly placed. If you were poor all our life and then suddenly after years of poverty you finally made it big, the first thing would you do is buy some expensive things to make you forget that you were ever poor in the first place. What better way is there to accomplish this than to buy from a store that proves you’re not broke? People’s devotion to Supreme is something close to addiction because many care little about the company itself. They just want the status that wearing the brand gives them, even if they do not need it.

Timothy Ajayi is a junior at HBU where he is currently completing his Mass Media Arts Degree. His favorite movies are Rush Hour 3, 2, and 1, in that order.

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