Apparel brand Supreme started as a small and edgy New York City skateboard shop in 1994, and with word of mouth marketing and a product-scarcity strategy, it has grown into a global brand with a cult following and a billion-dollar valuation.

Since its conception in 1994, underground streetwear brand Supreme has transformed from a small indie skateshop in New York to a $1 billion global company with a massive following. Some have equated Supreme’s success to the scarcity in its supply, often creating spiraling lines of people camping out in lawn chairs all night, making their items skyrocket in resale value with quadruple-figure price tags.

Founder James Jebbia initially justified their limited supply as a way to avoid leftover items that no one wants, however this has strategically resulted in instant sellouts when new product lines are released. Desperate for apparel ownership, Supreme’s cult-like following of "hypebeasts" has purchased every obscure accessory from fire extinguishers to nunchucks and crowbars creating a global phenomenon that is attracting copycats and underground resellers.

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How Supreme Built A Billion Dollar Brand Empire