"Supreme's longevity may be the most surprising thing about it. Jebbia seems a bit weary of outsiders regarding the scene as some sort of racket based on nutty kids who will stand in line for hours to buy a limited-edition T-shirt. He points out that the interior of his Los Angeles shop was designed by Harry Allen & Associates, the same firm that did the celebrated Manhattan boutique Moss. "We're a proper company," he says, sounding slightly exasperated. "We wouldn't be in business if it was just T-shirts." Of course, every new Supreme line does still include T-shirts, often met with demand that far outstrips the intentionally limited supply. " --New York Times Article, via Freshness & Hypebeast.

-- New York Times