Brands dip in and out of popularity these days so frequently it can be hard to keep track of what’s hot and what’s not. The fashion world is a fickle one, and it doesn’t take much for a label to go from the most hyped on the face of the earth to being regarded as cringe, played out and overhyped.
A prime example is Supreme. The transcendent NYC skate label went from a cult, underground brand to being at the centre of the streetwear-meets-high-fashion crossover before ultimately collapsing in on itself, a victim of its own success.