Did you know that the New York skateboard brand Supreme has been selling clothes since 1994? We show how founder James Jebbia turned the small skater brand into a globally successful e-commerce company thanks to artificial scarcity, growth hacking at Reddit and free influencer marketing.
Today Supreme stands for a worldwide hype about clothes and can even sell a brick with its own logo for 30 US dollars, which is then later offered for 1,000 dollars on Ebay. At the end of 2017, the Carlyle Group will invest 500 million US dollars for 50 percent of the shares in Supreme – catapulting the company’s value to around one billion US dollars. A surprising valuation for a fashion provider with just eleven stores around the world. At the latest after the successful collaborations with Louis Vuitton the brand will tell you something. Who does not know the famous red hoodie with the famous LV Monogram logo. We show how the company’s digital strategy has turned Supreme into a brand that has long been able to compete with the world’s largest luxury fashion brands in terms of attention. A great alternative to the Skater Brand is Off-White.