Supreme's Billion Dollar Rip-Off
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- Опубліковано 6 чер 2024
- Supreme is a multibillion-dollar streetwear empire that is most famous for its box logo design: which is simply the word “Supreme” in white italicized Futura font inside a red box. What most people don't know is that this logo and many of Supreme's designs are a complete rip-off. This is a tale of consumerism and greed at its finest. A story about intellectual property and its role in art.
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Music (In Order):
Strip Nude For Your Killer by Berto Pisano
Wo de ai by Joseph Koo
Off the Cuff by Freddie Robinson
Check It Out Y’All Instrumental 1995 by Little Shawn
Lazing by Jim Lawless
Hiasmina by Berto Pisano
Criminal (Instrumental) by Concrete Click
The Other Face by Guido & Maurizio de Angelis
Funky Piano (Instrumental) by E. Bros
Melody Mac (Instrumental) by Amar
Com’n Wit Nuff Ruffness (Instrumental) 1995 by Mytee G. Poetic
Voce d’amore by Gianfranco Plenizio
Sotto Le Stelle by Berto Pisano
Shot using: Rode NT1 Condenser Microphone, 4K Video Downloader, and QuickTime Screen Recording
I used these articles to create this video:
www.highsnobiety.com/p/suprem...
www.guggenheim.org/artwork/ar...
publicdelivery.org/barbara-kr...
publicdelivery.org/barbara-kr...
indie-mag.com/2017/07/the-evo...
www.indigo9digital.com/blog/t...
artwizard.eu/barbara-kruger,-...
stockx.com/news/odd-future-su...
www.highsnobiety.com/p/suprem...
hypebeast.com/2013/5/supreme-...
www.theguardian.com/music/201...
www.apetogentleman.com/behind...
www.nytimes.com/2020/11/10/st...
www.highsnobiety.com/p/suprem...
www.vice.com/en/article/5gq39...
www.vogue.com/article/history...
www.gq.com/story/inside-supreme
www.gq.com/story/supreme-jame...
wp.nyu.edu/fogdv2/2018/11/27/...
vassarcontrast.com/culture-1/...
stockx.com/news/barbara-kruge...
www.complex.com/style/2013/05...
www.nytimes.com/interactive/2...
www.thecut.com/2018/02/profil...
0:00 Supreme Drop
1:45 The Showdown
3:13 James Jebbia
5:10 Skate Shop
7:47 Barbara Kruger
13:42 Irony
15:01 Supreme’s Tactics
19:19 Married to the Mob
21:11 Barbara Responds
23:12 Hypebeasts
27:00 Intellectual Property
30:19 Community
32:26 Patreon - Спорт
Barbara Kruger is the only one in this story who's attitude matches that of a skater and doesn't give a fuck about owning anything. legend
I agree!!! But skating/skaters are starting to turn into corporate drones as well. I'm 45 and still "skate", and what I come across isn't like it used to be (underground, artists, and friends goofing off pushing each other to skate better)... There's still some of that, but now there are dudes "training" to beat everyone, calling each other out for games of S.K.A.T.E. to see who's better, and dudes that look like jocks wearing nothing but corporate "skate" brands.
@@beobe99 46 and still skate. Started back in 1984. I've seen it all. I agree, skateboarding has gone corporate. One place you can still find the old school attitude, Burnside. You won't see kids on
fucking scooters there.
@@Rolling2Quarters Burnside seems legit from videos I've seen. I'm in Philly so we have FDR which is a tad TOO real for me at this stage - the stage where getting hooked on a pebble could ruin my week.
@@beobe99 I haven't skated FDR but I remember seeing it in old skate vids back in the early 2000s. Looks gnar.
@@Rolling2Quarters Yeah, it's even crazier now - they keep building onto that sh**! It's also a rougher scene, like post-apocalyptic.
I think Barbara should bring out her own Supreme gear and make them try to sue her, that would be priceless to watch, I'd like to think she would crush them in court, but you never know, we live in a very sick world where money can buy innocence in the eyes of the law.
The deck is stacked against her from the go. She'd need like half a million just to litigate it. This whole thing is rigged
@@jaimedelgado7529 a lawyer would take the case in a heart beat
Technically they didn’t copy anything from Barbara Kruger. Legally they are safe.
Art school student power fantasy
@@nachiketh3650 so the font and the red box is not a copy?
This is why I still love UA-cam after all these years. It’s these wonderfully-crafted, top class little gems I stumble upon every so often. Really great everything with this video!
Check out Al profit . He has tons of good drug dealer documentarys
@Gravy Master what a profile pic. 🤯
Facts 💯
Don’t jinx it lol
agreed
Speechless. Absolute quality work. THIS needs to be on the front page of UA-cam.
It was on my front page 🤘🏽
Exact😏💁
😭😂
it was
Calm down
"What a ridiculous clusterfuck of uncool jokers. I make my work about this kind of sadly foolish farce. I'm waiting for all of them to sue me for copyright infrigent."
Damn. Get bodied Jebbia.
Babara K is the real gangsta
Dude this was so fucking good, often times when people talk Supreme they let their distaste bleed through so heavy that I feel it comes off biased. But you did such a good job of articulating your points and essentially critiquing a culture that SHOULD be critiqued but you did it in such an eloquent way that does not come off as simply "hate"! I LOVE IT!
& this is coming from someone who essentially made their living off of Supreme's hype and someone who would probably be flipping burgers without the hype that the brand created.
although I did disagree with the idea of not wearing something because of who or what it represents. I would love to see a time where we promote truly wearing what we want although I can't really say that with much validity as I haven't preached that message as often as I should due to me being hyper focused on Supreme content over the last several years as that was where I found any monetary success. I have been trying to preach that more lately and I think this video does a good job of exposing that toxic part in fashion. Personally I feel like it plagues all segments of fashion, whether it be high end, street wear, vintage, whatever. People seem so quick to judge and cast out and hesitate to wear anything that is adopted by a group they may not care for. Anyways I am just ranting but I did genuinely enjoy this video and agreed with almost every point.
JS!!!
Lol atleast you owned up to your deeds. Not saying you did anything wrong.
@@mosesagabon7152 of course man, I try not to ignore my own shortcomings. With my background of being homeless and taking care of my family, I saw an opportunity and I took it and even if I lost everything tomorrow I wouldn't regret it because I got some insane opportunities and I was able to help out both of my parents with their medical bills all thanks to the platform I built through Supreme. I am glad now I am at a point where I can actually focus on what I want to focus on and not just focus on Supreme. I still like Supreme and I think they create some awesome stuff but there is a lot more to fashion and clothing than just Supreme
@@starrlife Hell yes. Stoked to see your comment here brother, hope you are doing well.
I am so glad you mention married to the mob, it is unfair how supreme sued the brand it definitely shows how money hungry the brand is, supreme first started off as a community now it is a corporation.
That’s what happens to every big company
What's worse and more telling is how hypocritical Supreme was is suing Married to the Mob or anybody considering how how derivative their products are. They could have propsed a Supreme x Married to the Mob collaboration or requested shared profits but they sued. Jerk behavior.
@@albundy3929 False. Barbara created a brand and aesthetic. Supreme swiped it. They should collab to acknowledge their own unoriginality and inspiration and not be greedy.
@@albundy3929 Your argument about greed being okay with you because “business” has nothing to do with my point that you are wrong that they created something. They took something. There’s a difference and you pretending MTTM didn’t do the exact same thing is disingenuous.
@@albundy3929 SupremeCopies having 459 posts highlights either YOUR stupidity or a willingness to bootlick in order to deny the obvious. I haven’t figured out which yet tbh
My god ..I've been thoroughly educated. I've also been introduced to Barbara Kruger and her amazing work. From this video, I realize she's very articulate , deep and subtly poetic. Thanks for this video.
Barbara was nice enough not to sue Supreme but they turn around with their stolen logo and sued MTTM? Pathetic.
I think the two cases are a little different. At least Supreme more or less started from the bottom and built their brand from the ground level and turned Barbara's aesthetic into a completely different art-form (fashion and skating). MTTM just piggy-backed on the Supreme brand without any hard work, uniqueness, artistic vision, culture, depth, or personality. What MTTM did was just a robotic copy and paste of a successful trend that made their brand more successful without any personality or art behind it. Supreme built itself on skate culture in NYC and streetwear around the world. It became a staple of the culture it represented while MTTM had very little depth in its brand in comparison. It was just an empty simulacra of a trend without any cultural significance backing it up.
Besides, I honestly believe if Supreme stayed in touch with their roots and didn't get corrupted by Hype-beast culture and stupid buy-for-the-sake-of-a-brand logic, then taking inspiration from Barbara wouldn't be as bad and would be a cool simulacra of the initial artistic vision.
However, Supreme is definitely hypocritical even if what they did wasn't nearly as bad as MTTM.
You did a great job laying out the complexities of copyright law. On the one hand it protects the artist and on the other it's almost a form of corporate gatekeeping for up and coming creatives. No idea is 100% original, hell no thought is even 100% original, every creative draws inspiration from somewhere. I love Kruger's take on the whole thing, she was totally cool with it until Supreme started to get hypocritical and corporate. Supreme is destined to become whack because of their own greed. Maybe there will be a revival someday, I just hope when that happens they give Kruger the credit she deserves..
It's time for a new era.
Well said
greed corrupts
I invented a storage container for your car that keeps food hot by using the hot air that your car blows
Uber eats tried to STEAL it from me
LUCKILY I have NDA's signed BEFORE we met!!!
@@thecloneguyz Actually pizza delivery been using it forever 💁🏽♀️💁🏽♀️💁🏽♀️🤷🏽♀️🤷🏽♀️🤦🏽♀️🤦🏽♀️🤦🏽♀️
Is she the ultimate hype beast? Too OG for her own style?
This is so good man! I heard they ripped this logo off but never thought to look into who the original artist was. Its crazy she stands for the complete opposite of what supreme is.
My prof told me art is always 10 to 20 years ahead of its time. Every time I learn about something like this, it always reminds me of him saying that.
Yes! That's why a lot of Artists don't get the Recognition or credit they deserve.
This is one of my favorite little bits of contemporary art history to teach my students. Came here because of Barbara Kruger’s “Your Body is a Battleground” circulating online today. As a conceptual artist, a feminist, and an art history nerd, Barbara Kruger will always be an icon of mine. Ty for sharing her work with this video.
My parents always mention this story but I've never heard it in such depth! I mean, this is extremely well edited and well produced. I've been a viewer off and on, but this really earned you a new subscriber
One of your best videos yet, and I didn't even care about the topic when I clicked on it! You are getting better and better at laying out the events and having a theme to the entire recollection. Looking forward to more!
I feel like if supreme would do a homage to Kruger the items would need to be available in masses
Lol yeah right. They’d do a limited release and back door the shit to UA-cam trophy room mf’ers
@@devinthorn8182 because they suck
24:40 pretty much sums up supremes target audience, the ability to spend hundreads on something that you will not need or use. Consumerism at its finest example (chef’s kiss) . Such a well-produced, well-researched, and edited video, well done!
its crazy the way brandalism has slowly but surely changed the mindset of whats supposed to be the most rebellious segment of society (teenagers/youth) to align perfectly with the interests of their corporate masters. personally i think the idea of being loyal to any brand is ridiculous, buy the best product to suit your needs, if anything its cooler to go against the grain of what these hypebeasts think is cool. If theyre all jumping on it then its already played out, your already behind the curve
Ever heard of resellers you dweeb
Your way of story telling just stands out in such a great way. I remember the first time I watched one of your videos, I was then sucked into channel and binged watched almost everything in just a few days. Thanks for just doing it your way.
Except the pronunciation of comme des garcons @17:54
It's also interesting to note that skateboarding has its own elitism, with core companies controlling the media that is produced, with many unspoken rules about brand association.
It is way past the community phase now, it's all mainstream.
@Rc_carV3 That’s capitalism. Everything is for sale, nothing is sacred.
the way you said comme des garcons was genuinely one of the most painful things ive ever heard.
Commie Deez Garkins
Truly love your stuff man, introduced me to and informed me on so many new creative inspirations and highlighting key things in our culture that have always evaded me. Top notch work 🙌
@jfagiag faeiea Ayo? 📸 🤨
@jfagiag faeiea u down bad or *DOWN BAD*
You literally make DOCUMENTARIES. You should be paid to do this. This is amazing
I just stumbled across your content for the first time today and am really impressed. Every aspect from story telling to visuals is on point. Keep it up.
Nice work, Jake. Keep ‘me coming, and I hope your platform continues to expand. Keeping the issues you raise in mind as I develop my own brand.
I'm surprised you didn't talk about Supreme Italia and their "legal fake" status.
Totally
They’ve been arrested and charged over 10 million in damages
I thought that was what this video was going to be about haha but it was amazing anyways
What do you mean "legal fake"? The founders have been jailed and fined $10 million.
The fact that you mentioned Travis Scott and his new fans. Everything makes so much sense now after last incident at his Astroworld show
This video’s evergreen, deserves to blow up right now but it’s made so well it’s gonna be just as dope to watch a year or two down the road - nother awesome analysis, thanks!
I've been watching your videos since some of your first essays and I really have to say that I'm beyond astonished. Your process and the end result of it have only gotten better and this may have been your best one yet. I didn't even know who Barbara Kruger was until tonight and now I'm buying a book detailing her art and life. I really hope you continue to make these, and thank you.
Supreme ran its course and Jebbia cashed in. Pretty simple.
Probably the one I'm most excited for from you, Jake!
T
your editing is getting better im so hooked currently binging ur videos
Beautiful video Jake! Been waiting on this for a few days, really great! Made me think a lot!
Supreme used to be a regular skate shop brand. I remember buying it the same way people snag Thrasher or Primitive at Zumiez these days. I’m a sneakerhead, love shoes and hoodies and hats but you won’t catch me buying some $500 supreme shit. I spend my money on other dumb shit; like the actual movie prop cyclops Oakleys I have in my closet. You should’ve seen how pissed my ex was when I swooped those bad boys. But yeah I used to wear Supreme when it was no different than wearing an Independent trucks shirt.
Edit: great vid as always man. Keep it up.
You're becoming one of my favourite culture channels, the quality of these documentaries are exponentially getting better
Hey Cluto i agree with u but do u know any other channels that are dope as fuck im trying to find channel (GEMS) like this !?!
Another well-done video. You bring up some thought-provoking questions. I will be using this in my 9th and 11th English classes!
wow man, this video was awesome. never knew about this story, but I learned with this video. love your work, keep it up
AMAZING video! I love that you provided so much historical content and I do agree that the market for streetwear is super oversaturated now.
That was the whole point of streetwear though
this is amazing. stumbled across this on my recommended. incredible work; I'm awestruck.
I have stumbled upon your channel a couple of weeks ago by accident and what an amazing surprise that was! Your collection of these mini-docs is fantastic!
You're officially now my favorite channel. Keep up the good work!
There's a sucker born every minute and we got to take him for all he's got!
- Matilda's Dad
I prefer Matilda's dad wisdom to that of the Daila Lama. Fact.
24:41 i cant believe people are such followers
As a filmmaker, a skater, and a Supreme fanBoy, I thoroughly enjoyed this documentary. Quality. Absolute QUALITY.
Sick video bro I loved the premier too the chat was chill af
Amazing video, always a highlight of my day when I see a new video waiting for me!
The Travis $cott Analogy is PERFECT.
Truly hit the nail on the head
Awesome piece
I wish people would research the brand's, the morality behind them, and the genuineness of their ventures, I would rather buy rep supreme and deface it than support the actual brand.
You’re vids are great. Through research, to the point and always dropping something I didnt know - DOPE!
Great video man real talk! I appreciate the time you put into this & the research that went behind it.
It hit me that Glossier stole her style as well. I'm sure they stole from other creatives as well. Great video btw
Supreme didn’t create the tactics, they followed after bape who followed after Nike. Nike is The Godfather of modern fashion marketing, they need their respect. The Air Force 1 was going to be a one year shoe, but 3 sneaker shops in Baltimore demanded more. They each took on 5k pairs, this is well before the internet so this was a gigantic risk, and sold ALL of them through word of mouth. They used Jordan getting fined and the shoes being banned to make the shoes seem like they were for bad boys. Nike did it first, Nike did it best.
Nike to bape??? you are joking right? it's only the shoes not the Japan street style Niko says that he make the air force better that was the idea and that idea was godly! en many bape logo there are more then 10 different bape logos please don't say random shit that you don't know
@@Aapjeapen still tho if nike did ride that wave of MJ getting fined and the shoes banned to push that shoe that was master marketing, all comparisons aside ✌
@@Aapjeapen it's displayed in many of his clothing pieces too though so very relevant
Notifications on!! You deserve a plethora of subscribers! This is an absolute piece of art 🖼!
I just watched this video with headphones on. You did a magnificent job with the audio as well as the visuals. Thank you for creating this.
Barbra is such a G, 13:55 that whole section is why she is a true 'artist' and did more for the "culture" than supereme ever will and superemee will come and go she will forever have a place in history, in art history, in politics, and in culture. The irony and hypocrisy is just on another level, but the sheeps will never know the story.
Barbara’s art installation response was just 👌🏾 *chefs kiss *
Amazing work my friend. Absolutely stellar. My one critique would be that during a couple of the shots where you have cutouts of people, that the rotation and bounce movement of them takes me out of what is being said. Perhaps a slow parallax zoom would be more minimal. Overall fantastic work. Keep it up!
Thank you so much for the documentaries! I always watch them while painting! Awesome work!
Would you paint me baby ?
lol why y´all styled like the 90´s generation / us
l o l
very good, it shows you have thought about the topic and had passion for it, because it combines information with your take on it in a very balanced way. We get to learn something, we get to make our own opinions, but we also find out what your take on it is. It's ok to have an opinion, because this is how your personality and your values come through! I think this video has a really good balance and is consistent with the other good work you have put out!
Very proud of you, Jake!
Nah cause this is a pure masterpiece of art on UA-cam. Jake has come through again. One thing tho you needa learn how to pronounce comme des garçons😭
Your videos are always so impressive man... fantastic work.
Great documentary. I have read about this subject a few times, but never looked into it the way your video does. Thanks for this.
This is far superior too anything you pay for, way more informative, direct and especially creative and beautiful. I loved the "direct address" merge
Great Documentary! The most influential Hip-Hop artists who wore Supreme were The Diplomats (Dipset), otherwise keep up the good work. Rooting for you
I’m sorry I took this long to discover your video but I’m the blessed as an artist first to ingest such essential information meticulously layed for the viewer to gain the bigger picture . Thank you for this 👑✅
Omg I was diving into the Astroworld tragedy a few days ago and that is such a good way to put it... "his fan base exploded but the quality of the community went way down." Before you said that, I was thinking of it in terms of mosh pits in the metal/ punk communities. The way I was raised, if you knock someone down in the mosh pit, you help them up. And you pay attention to your surroundings. You can tell they're a new comer if they get too aggressive or they start picking up their feet and don't ground themselves.
This was amazing. Looking for your Patreon now 👀 🙏
Okay one more thought: Having a community allows for people to express themselves. If people aren't allowed to express themselves, they run to any means of expression of that particular emotion or idea. Which usually means running to a subculture.
I'm always tempted to gate keep subcultures because they created that vibe for a reason but maybe I should take note from Ms Barbara Kruger. If they need that means of expression, maybe they should be allowed that means of expression. I just wish they learned the rules/ manners first
Ever since the beginning, something told me to stay away from anything and anyone with this brand on it.
I couldn't have been more proud of my gut feeling.
felt the same way and i didnt even know it was expensive utill some one tried to sell me all these random ass things in their apartment this person used to be known as a "baller" in my circle of friends. It was the weirdest collection of items with this logo like an ash tray or a plunger. He wanted an atrocious amount of money. I not only thought it was tacky but hilarious that everyone was acutally paying these prices to wear this stuff.
This needs more views. Great work!
Kruger didn't care until Supreme got greedy about it. Legend.
This is above and beyond, all my expectations. Thank you, for this, and all the future videos I will consume....Thank you sir.
Please keep this up, you have one of the most beautiful channels on this website
Honestly Supreme isn’t even original at all. They just borrow/steal iconic scenes/ pics of other art.
Great doc. The thing I get from this is a bit like when people wondered whether sampling a loop from a record and talking over it was "art". I think history has shown that it is. Supreme is the fashion equivalent of sampling. Where just like in hip hop, its more "why" you did something than "what" or how difficult it was to do. And just like Kruger, artists like James Brown who created the original work just didnt get it. Context is everything really.
Can't believe iv just found this channel , absolutely outstanding, lease more content like this , a video about how the sneaker culture is biased would be good , how resellers seem to get so many limited sneakers and the genuine sneaker head that wants to purchase and wear don't get any Access
Well here in China we’re working hard to dilute the brand image of Supreme😂 because its all fake, even the poorest are walking around in their shirts as happens with so many brands. It’s almost awkward to wear because people will assume right away its fake anyways… And as said in this video-Brands have to stay fresh!!!
This deserves more views, I feel like not many people are aware of this.
I love your work. It’s not what I usually watch on UA-cam but your work is quality and commands attention. New sub
Jake this was superb man. Thank you. Have a blessed week bro.
I love finding gems like this man, very well told and edited
Amazing video. Sums up everything wrong with fashion, art and consumerism.
And misogyny, in which a feminist icon and pioneer was stolen from by men, who were so lauded that they didn’t even find the need to ever acknowledge her in their climb to fame.
Yup...
@@seemsfishy23 Shut up woman !! 😂🤣
Amazing production - crazy look into a crazy world - thanks Jake ⭐️🙏😎
listening to the background music ive tried sampling a few of the songs very odd
but great video soulr
Never get the hype, never own a Supreme merch. Respect to Barbara Kruger.
It’s because you call it merch, it’s not done UA-camr clothing
@@TJH9876 no duh, I round it off to merch because they have everything besides clothing and apparel.
@@ks-ws7te ok whatever but like how many $200 hoodies can a person buy before it feels stupid?
Dope video, crazy how we have all participated in this crazy war of "peacocking". Trying to one-up those around us. Pretty disgusting how social media has only further exasperated this issue.
I don't... I am most amused how others do what you very fittingly call "peacocking". I mean I try to look nice and all, but not via simple "look how much money I have"-stickers. Quality and comfort beats everything else.
Discovering your channel, incredible work
i still need to make that shirt in the style of a white supreme shirt that says "soup ream" instead of supreme.
GO.
Barbara Kruger is a genius- calling out Supreme for being the ultimate corporate culture vultures is utterly apropos. What a sick joke
I have always hated Supreme and hypebeasts. Thank you for this video
Brilliant, love the way you put this all together you backed everything up. Really enjoyed watching ❤🔥❤
I’m older and remember when the brand Parachute was big in the early 80s. About 3 years ago, I found a vintage parachute men’s shirt for like $10. in great collection.
But not many ppl. now know about Parachute nowadays. It was a great brand, but not a steer wear brand. They used to have a big store across from the Comme store in SOHO NYC.
this is so important and what Barbara deserves, thank you for making this
Nothing makes me wanna not talk to someone more than seeing them wearing supreme and yeezys
I love that the closing scene is the Cliff House in SF, has nothing to do with current Supreme and everything to do with skating
I feel like everybody already knows about Supreme's Supreme hypocrisy.
That being said, quality work. 👌
Never bought in the Supreme hype, always saw it as just a boxed logo XD.
What were the last two tracks playing in the background?
It’s actually kind of funny that people can be angry at Supreme, when Kruger did a very similar thing to Descartes.
It’s ok when she does it because she’s an “Artist”
• you teach me something new every time •
Classic video from jake
QUALITY VIDEO! Amazing editing, score and narration.
When dunk SB’s first started I worked at a skate shop and we had one of the first five accounts. The first six months we ended up putting odd sizes on clearance for cost.
Got my Gino’s and Richard mulder dunks for 50 bucks a pop
Another classic