James Jebbia founded Supreme in New York in 1994.
The first Supreme store opened on Lafayette Street in Manhattan and was designed around the needs of skateboarders. Its open layout allowed skaters to ride into the store, a practical detail that separated it from conventional fashion retail. The brand’s name and visual language quickly became central to New York skate culture.
Supreme’s limited releases, often called “drops,” created a highly influential model of scarcity-based streetwear retail. Customers regularly queued for products that could sell out quickly, while collaborations with artists and major brands expanded Supreme’s reach beyond skateboarding.
Jebbia had previously worked in New York retail, including at the influential store Parachute. A common mistake is to identify him as Supreme’s designer rather than its founder; the brand’s graphic and product work has involved many collaborators.