If you’re at all averse to the whims and fads of 21st-century fashion, you should probably close this window now. Supreme, a brand that’s been kitting out stylish skaters and A-list rappers in the States for over two decades now, has opened its first French outlet in the heart of the Marais – and it’s safe to say everyone’s talking about it. Supreme has always sold itself as much more than just a brand, and so here you’ll find bountiful hyperbolic references to modern pop culture scattered around the shop, reminding customers that the clothes themselves are works of art (or so they claim). An imposing artwork by skater-artist Marc Gonzalez greets all those who enter, while on the left a range of skateboards are signed by some big celeb names (the brand’s devout star following includes Kanye West and Tyler The Creator). It’s only in the second room that the clothes are actually revealed. Predictably, prices for anything stamped with that iconic red logo will come at quite a high price (think €125 for an oversized sweatshirt or €45 for a Black Sabbath T-shirt).
TRANSLATION: FLORA HUDSON
