Just who wears Supreme clothing?

We need to have a conversation about the clothing brand Supreme. Adored by teenagers, hipsters and celebrities alike, Supreme was started in 1990’s New York as a skateboarding clothing company. But who goes out of their way to wear clothing with the word “Supreme” splashed all over it? Simply put, their core customers are arseholes.

Even the staff in their stores tend to be arseholes, acting as if they belong to an exclusive club for arrogant young skaters. This “arsehole” analysis is not just a gratuitous insult on our part: it has been confirmed by a senior executive of the firm as a deliberate policy goal.

Creative director Angelo Baque revealed in an interview with Marfa Journal that the negative customer reviews generated by Supreme staff is a result of the fact that skaters are, well… you know.

“Skateboarding has never been nice,” he said. “Let’s make that clear. It started as an outsider thing, and skateboarders have always been arseholes… So if you have legitimate skaters working in stores then they are going to be fucking arseholes. I love them for being who they are. If you don’t like it then don’t fucking shop.”

There you have it!

So who are these, ahem… customers? Mostly teenagers and men in their early 20’s. They are all small tattoos, roll-ups and skateboards, skipping school to buy a new Supreme jumper and hiding tobacco from Mum in schoolbags they couldn’t possibly afford without Dad’s pocket money. The Supreme customer tries to look ultra-casual but is actually as interested in his appearance as the typical Burberry man. Trainers, hoodies and faux fur-trimmed parkas are all essential. He is the epitome of the ’90s-inspired hipster, secretly loving Justin Bieber but never admitting that he googles Justin for fashion inspiration before going to sleep each night..

Social standing is very important to the Supreme customer. He must be seen to be interested in politics and a strong social media following is vital. A plethora of likes, followers and friends and a well-curated Instagram page all cement the Supreme shopper’s place in hipster utopia. While he would never admit it, being cool is one of the most important goals of the typical Supreme customer. He hangs around skate-parks and cheap coffee shops and tries to maintain a vegetarian diet because having a good body is very important to the Supreme shopper. Even if he does suck his way through 25 cigarettes a day. What an arsehole.

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