The New Supreme Collection Includes Proper Clothes For Grown Ups
Love it or hate it, Supreme has changed the menswear game. It brought streetwear into the mainstream, it influenced designers at the top end and, most impressively, has made millions in the process. But now, it seems the cult label has more than a 15-year-old from Hampshire in its sights.
The newly-released AW18 lookbook (26 pages that had the internet hyperventilating all morning) has debuted a pivot from the usual stuff. Take, for instance, the shearling jacket: a classic wardrobe staple that Supreme has largely left alone. Then, we've seen overcoats in orange, embroidered worker jackets, even a few muted sweatshirts that are more everyday bloke than beanie-hatted skater.
Of course, the #waveygarms are still plenitful: Supreme has to make truckloads of cash, after all. But the new direction is both a refreshing and promising move from a brand more au fait with brash statements than it is timeless menswear - and a sign the brand may well snag a new demographic entirely.
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