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.
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.
This is why I still love TH-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!
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.
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.
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
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.
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 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.
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
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 🙌
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!
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.
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'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.
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.
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.
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!!!
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.
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.
Just one of the many indicators of our devolution : the enlargening and proliferation of logos on apparel. Ralph Lauren logos the size of your chest .... Gucci written as big as the head garment itself.... Ditto with Supreme. They just NEED to ruin the minimalist / scarcity of it. As a child I also wanted to display the 'air ' in my Nikes; the label on my surf t-shirts. Then I grew up.
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.
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 ✌
A Powell Peralta shirt from the 80s that had a “supreme service” ad and made a shirt from it, on the back of said shirt, is the supreme logo, this is from the 80s and Powell Peralta is a legendary skate company.
The real lesson we can take from this is: "Strike iron while it's hot." Just look at karmic example of what happened to Supreme when they tried to sue Supreme Italy 🇮🇹🤣
Great job man! Shepherd Fairey is heavily influenced by Barbara Kruger as well. I was able to view her exhibition in LA around mid ‘00. Her work is amazing and on point!
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.
This was a fantastic piece. Thank you for for acknowledging Barbara Krueger and her work. The irony of Supremes megalomania in contrast to Kruegers poignant statement on capitalism is not lost. You are an amazing artist young man. Keep up the great work.
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!
This video is perfection materialized into the perfect mix of history and commentary on the modern aspects of consumerism. I never was a fan of Supreme but after this video I have negative opinions of the brand and can’t imagine ever spendin my money on this company that ironically represents one thing by simultaneously being the exact thing they seem to detest
This was fantastic. I really feel everything said towards the end. Started buying supreme in 2009 and in those days if you got on the website withing the first 5 minute you were gonna get whatever you wanted. I bought the clothes cause I liked them. I still buy stuff on Thursday, but mainly stick to stuff that doesn't have "supreme" all over it. Really sucks what happened to that brand. Feel like the soul was sucked right out of it.
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 👑✅
I agree that Supreme 'lost its way' eventually. I also agree that Kruger is the true badass here. But I'd like to point out (as both a skater, and someone that worked for Stussy) that reappropriating and rebranding other logos was a big part of the skate culture back then. Most skateboard brands would just remix known brands and logos and use it as their graphics (for tees, decks, etc). Other brands would do the same (like Fresh Jive, etc). In fact, it was routine for one of these companies to put out their product, and then get a cease-and-desist order. But since the production quantity was low, they'd just shift to something else. It just happened to be that when all those other brands either died off or shifted to another thing, the Supreme brand really blew up (especially in Japan). The brand, and the 'culture of brand appropriation' that Supreme was just a part of eventually shifted, but the Supreme brand just happened to survive it. We used to have to limit the amount of articles people were buying because they'd buy the whole rack if we allowed them to. And James wanted to make sure other customers had a chance to get theirs. That it grew and mutated to what it eventually became is pointed out in this documentary. I'd also like to point out that though this documentary sorta makes James the villain, he was actually a very cool person. He treated his employees great, paid them well, and often provided them with opportunities to go out on their own. He often invited up-and-coming artists (like KAWS) to his office, and would often be one of the first people to buy their artworks. He didn't treat other street brand shops like rivals, and would often have great relationships with them, and would be encouraging. We cant hold James accountable for what the buyers and 'fans' of his merch ended up doing or becoming. I'm not out to make James a saint or nothing. He was a businessman. As Barbara mentioned, amongst the other things, there was just simple luck. And James' brand just blew up at the right moment during a specific era of fashion. I think the lawsuit against MTTB was disheartening, but I also know that judges will ask why you're not 'defending your trademark' by bringing a lawsuit, and thus leaving you open to bootleggers with bad intentions (unlike MTTB) to rip your stuff off. So you're kind of obligated to take it to court. (Not saying this was Supreme's motive, but just in general). Barbara Kruger herself appropriated other people's creative works (like the photographs she used), to adopt and make her own. I think that's one reason why she always understood that Supreme doing the same wasn't a problem, until the lawsuit against MTTB. Artists have been borrowing and stealing from each other since it existed. Kruger and Picasso and countless others have done it. Supreme did it. Often we accept it just fine. Sometimes, directly sampling another's artwork is accepted (Roy Lichtenstein), and sometimes, it really rubs people the wrong way (Richard Prince). \m/
Plot Twist... Just like every undercurrent in America, Supreme paid her to stay quiet years ago! Don't be surprised if she got paid $100,000,000 dollars for her to stay quiet and ride the ride!
Barbara Kruger is such a G and a breath of fresh air. Visual art as well with music is always better when it’s a part of counter culture or the underground. When that movement becomes the culture it loses it’s edge and identity. Just like with Jazz, Rock and Hip Hop. When any underground grassroots movement becomes mainstream it’s no longer true to it’s mission which is to expose the truth that the mainstream culture ignores for profit. As a result the originators are almost always overlooked and forgotten. I’m glad I learned about Ms. Kruger today. Her mentality along with her history of work is amazing.
I am certain Barbara Kruger loves Supreme because their behavior and purpose doesn't just prove her message right, but elevates her art furthermore everlasting.
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!
Who cares what Barbara thinks? There's absolutely nothing interesting, original, nor creative about her work. She's also obviously insecure about her intellect. She tries to pump up her comments with redundant adjectives. Besides, all successful artists have stolen
It's kind of funny people think Supreme stole their brand identity from Barbara Kruger when Barbara Kruger herself stole her visual identity from the Russian constructivists. At the end of the day, as Picasso said: ''Bad artists copy, good artists steal.''
Just one point: the only thing I disagree with is when you said that "Supreme still have plenty of cool stuff, I just wouldn't wear it because of who/what it represents." If I know my reasons for wearing something, then I personally don't care about what other people think I would wear it for, even less what other people wear it for. If I like bape shark hoodies because of the early 2000s Japanese streewear scene, it doesn't matter that my peer likes the hoodies because his favourite Faze clan member wore it. Many other people liking something I like, for a reason I don't agree with, won't make me discard my own taste. This following point isn't about you, just a related topic, I just don't like it when people are 'too deep' to enjoy things they like. Adidas superstars are nice, but everyone wears them, they don't understand the cultural significance they don't even know who Run DMC are, so I refuse to wear them. That to me is just so unnecessary, stay strong in your character and just hold true to what you like, don't worry about it.
I agree with you. I feel like as I get older I like supreme a little less, but I would kill for the collabs they did with hr giger and the guy who does the aphex twin videos (Chris something).
Beauty and fashion is relative, one can like or dislike certain trends and styles; and after all it’s not a history class, we don’t have to always know something about our fav pair of shoes/sneakers lol (not that serious!)
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.
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!
Respect. You absolutely fucking nailed it. I grew up in the city. I remember when Art's Seriously Cycles in Staten Island became the first and only Stüssy dealer in NYC. I remember when Union first opened in SoHo and started carrying some pieces, then the Stüssy store, then Supreme (near PopShop) and later XLarge (Beastie Boys' brand) and even VICE opened a clothing store right up the block. Further up was 99X. We used to hit up Paragon, EMS, and TentTrails for Columbia, North Face and HellyHansen gear, Canal Street for the fakes. These places were all important parts of NYC Streetwear culture. This video is so well done and surprisingly accurate. 👊
I’m not a fan of Supreme at all. But they did do a collaboration with Barbara. If you lived in New York City you would know that her direction and artwork was used on the back of all subway passes for a certain period of time in which was a Supreme project.
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 TH-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 TH-cam.
It was on my front page 🤘🏽
Exact😏💁
😭😂
it was
Calm down
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.
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
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.
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 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.
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
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.
You literally make DOCUMENTARIES. You should be paid to do this. This is amazing
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*
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!
The fact that you mentioned Travis Scott and his new fans. Everything makes so much sense now after last incident at his Astroworld show
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
It hit me that Glossier stole her style as well. I'm sure they stole from other creatives as well. Great video btw
Nah cause this is a pure masterpiece of art on TH-cam. Jake has come through again. One thing tho you needa learn how to pronounce comme des garçons😭
As a filmmaker, a skater, and a Supreme fanBoy, I thoroughly enjoyed this documentary. Quality. Absolute QUALITY.
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.
The Travis $cott Analogy is PERFECT.
Truly hit the nail on the head
Awesome piece
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!
Barbara’s art installation response was just 👌🏾 *chefs kiss *
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.
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.
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.
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!!!
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”
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
Dang... you took such an in-depth look on Supreme's blatant offside that I can never consider buying my first item anymore. Amazing work! Bravo
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.
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
You're officially now my favorite channel. Keep up the good work!
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.
Just one of the many indicators of our devolution : the enlargening and proliferation of logos on apparel.
Ralph Lauren logos the size of your chest .... Gucci written as big as the head garment itself....
Ditto with Supreme. They just NEED to ruin the minimalist / scarcity of it.
As a child I also wanted to display the 'air ' in my Nikes; the label on my surf t-shirts. Then I grew up.
this is amazing. stumbled across this on my recommended. incredible work; I'm awestruck.
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.
Never get the hype, never own a Supreme merch. Respect to Barbara Kruger.
It’s because you call it merch, it’s not done TH-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?
Notifications on!! You deserve a plethora of subscribers! This is an absolute piece of art 🖼!
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
A Powell Peralta shirt from the 80s that had a “supreme service” ad and made a shirt from it, on the back of said shirt, is the supreme logo, this is from the 80s and Powell Peralta is a legendary skate company.
This is far superior too anything you pay for, way more informative, direct and especially creative and beautiful. I loved the "direct address" merge
The real lesson we can take from this is: "Strike iron while it's hot." Just look at karmic example of what happened to Supreme when they tried to sue Supreme Italy 🇮🇹🤣
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.
I feel like everybody already knows about Supreme's Supreme hypocrisy.
That being said, quality work. 👌
30:30 seeing any evidence of Allen Gregory’s existence is terrifying
Sick video bro I loved the premier too the chat was chill af
Great job man! Shepherd Fairey is heavily influenced by Barbara Kruger as well. I was able to view her exhibition in LA around mid ‘00. Her work is amazing and on point!
I love your work. It’s not what I usually watch on TH-cam but your work is quality and commands attention. New sub
Please keep this up, you have one of the most beautiful channels on this website
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
Never bought in the Supreme hype, always saw it as just a boxed logo XD.
This was a fantastic piece. Thank you for for acknowledging Barbara Krueger and her work. The irony of Supremes megalomania in contrast to Kruegers poignant statement on capitalism is not lost. You are an amazing artist young man. Keep up the great work.
I love finding gems like this man, very well told and edited
Dude... been lucky enough to meet barbara and was around the city back before supreme blew up. this was really good work dude. thank you!
This needs more views. Great work!
We were getting those skate decks for $25 in 2002 in florida. No one knew how much they would be worth 😭
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!
You’re vids are great. Through research, to the point and always dropping something I didnt know - DOPE!
Nothing makes me wanna not talk to someone more than seeing them wearing supreme and yeezys
This is above and beyond, all my expectations. Thank you, for this, and all the future videos I will consume....Thank you sir.
this is so important and what Barbara deserves, thank you for making this
It's funny how early fans of brands think they're ignored just because the brand goes mainstream. Same thing happens in the music industry
This video is perfection materialized into the perfect mix of history and commentary on the modern aspects of consumerism. I never was a fan of Supreme but after this video I have negative opinions of the brand and can’t imagine ever spendin my money on this company that ironically represents one thing by simultaneously being the exact thing they seem to detest
This was fantastic. I really feel everything said towards the end. Started buying supreme in 2009 and in those days if you got on the website withing the first 5 minute you were gonna get whatever you wanted. I bought the clothes cause I liked them. I still buy stuff on Thursday, but mainly stick to stuff that doesn't have "supreme" all over it. Really sucks what happened to that brand. Feel like the soul was sucked right out of it.
Damn this one touched me, I’m wiping my tears away with my Supreme napkin rn.
Do they sell those? I only ask because they really sold a brick.
Another well-done video. You bring up some thought-provoking questions. I will be using this in my 9th and 11th English classes!
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 👑✅
GREAT VIDEO DUDE!!! I hope more people will see that and think that supreme is just BULLSHIT
That part about Babara Kruger’s direct address gave me goosebumps. Superb work 🌪 Love from the Philippines ⚡️
I agree that Supreme 'lost its way' eventually. I also agree that Kruger is the true badass here.
But I'd like to point out (as both a skater, and someone that worked for Stussy) that reappropriating and rebranding other logos was a big part of the skate culture back then. Most skateboard brands would just remix known brands and logos and use it as their graphics (for tees, decks, etc). Other brands would do the same (like Fresh Jive, etc). In fact, it was routine for one of these companies to put out their product, and then get a cease-and-desist order. But since the production quantity was low, they'd just shift to something else.
It just happened to be that when all those other brands either died off or shifted to another thing, the Supreme brand really blew up (especially in Japan).
The brand, and the 'culture of brand appropriation' that Supreme was just a part of eventually shifted, but the Supreme brand just happened to survive it.
We used to have to limit the amount of articles people were buying because they'd buy the whole rack if we allowed them to.
And James wanted to make sure other customers had a chance to get theirs. That it grew and mutated to what it eventually became is pointed out in this documentary.
I'd also like to point out that though this documentary sorta makes James the villain, he was actually a very cool person. He treated his employees great, paid them well, and often provided them with opportunities to go out on their own. He often invited up-and-coming artists (like KAWS) to his office, and would often be one of the first people to buy their artworks.
He didn't treat other street brand shops like rivals, and would often have great relationships with them, and would be encouraging.
We cant hold James accountable for what the buyers and 'fans' of his merch ended up doing or becoming.
I'm not out to make James a saint or nothing. He was a businessman. As Barbara mentioned, amongst the other things, there was just simple luck. And James' brand just blew up at the right moment during a specific era of fashion.
I think the lawsuit against MTTB was disheartening, but I also know that judges will ask why you're not 'defending your trademark' by bringing a lawsuit, and thus leaving you open to bootleggers with bad intentions (unlike MTTB) to rip your stuff off. So you're kind of obligated to take it to court. (Not saying this was Supreme's motive, but just in general).
Barbara Kruger herself appropriated other people's creative works (like the photographs she used), to adopt and make her own. I think that's one reason why she always understood that Supreme doing the same wasn't a problem, until the lawsuit against MTTB.
Artists have been borrowing and stealing from each other since it existed.
Kruger and Picasso and countless others have done it. Supreme did it. Often we accept it just fine. Sometimes, directly sampling another's artwork is accepted (Roy Lichtenstein), and sometimes, it really rubs people the wrong way (Richard Prince). \m/
good reasoning
Full send is following the same model now
Obey does it etc
Plot Twist... Just like every undercurrent in America, Supreme paid her to stay quiet years ago! Don't be surprised if she got paid $100,000,000 dollars for her to stay quiet and ride the ride!
Barbara Kruger is such a G and a breath of fresh air. Visual art as well with music is always better when it’s a part of counter culture or the underground. When that movement becomes the culture it loses it’s edge and identity. Just like with Jazz, Rock and Hip Hop. When any underground grassroots movement becomes mainstream it’s no longer true to it’s mission which is to expose the truth that the mainstream culture ignores for profit. As a result the originators are almost always overlooked and forgotten. I’m glad I learned about Ms. Kruger today. Her mentality along with her history of work is amazing.
I am certain Barbara Kruger loves Supreme because their behavior and purpose doesn't just prove her message right, but elevates her art furthermore everlasting.
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!
Who cares what Barbara thinks? There's absolutely nothing interesting, original, nor creative about her work. She's also obviously insecure about her intellect. She tries to pump up her comments with redundant adjectives. Besides, all successful artists have stolen
✊
@TTFPouyi nobody has an idea that’s 100 percent their own. It’s always based on something you saw, herd, ex…..
listening to the background music ive tried sampling a few of the songs very odd
but great video soulr
Can't believe you don't have more followers. Your work is immaculate!
A jerk brand for mindless consumers.Awesome video.Barbara Kruger rules.
I subbed just cuz of the brilliance of this video.
I dont even know what Supreme is, but the mini doc was done so well that I was enthralled.
It's kind of funny people think Supreme stole their brand identity from Barbara Kruger when Barbara Kruger herself stole her visual identity from the Russian constructivists. At the end of the day, as Picasso said: ''Bad artists copy, good artists steal.''
according to the like-section, 5 people resell supreme
QUALITY VIDEO! Amazing editing, score and narration.
Barbara Kruger is so prolific that even the TH-cam subscribe button ripped her off.
Just one point: the only thing I disagree with is when you said that "Supreme still have plenty of cool stuff, I just wouldn't wear it because of who/what it represents."
If I know my reasons for wearing something, then I personally don't care about what other people think I would wear it for, even less what other people wear it for. If I like bape shark hoodies because of the early 2000s Japanese streewear scene, it doesn't matter that my peer likes the hoodies because his favourite Faze clan member wore it. Many other people liking something I like, for a reason I don't agree with, won't make me discard my own taste.
This following point isn't about you, just a related topic, I just don't like it when people are 'too deep' to enjoy things they like. Adidas superstars are nice, but everyone wears them, they don't understand the cultural significance they don't even know who Run DMC are, so I refuse to wear them. That to me is just so unnecessary, stay strong in your character and just hold true to what you like, don't worry about it.
I agree with you. I feel like as I get older I like supreme a little less, but I would kill for the collabs they did with hr giger and the guy who does the aphex twin videos (Chris something).
Beauty and fashion is relative, one can like or dislike certain trends and styles; and after all it’s not a history class, we don’t have to always know something about our fav pair of shoes/sneakers lol (not that serious!)
@@leratokhoase exactly, everyone can wear things for their own reasons
I don't comment too often, but this video is really well done, I'm a new viewer just really impressed. Loved it.
her voice is so beautiful
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.
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!
When she dies, her estate will sue supreme, lol.
Respect. You absolutely fucking nailed it. I grew up in the city. I remember when Art's Seriously Cycles in Staten Island became the first and only Stüssy dealer in NYC. I remember when Union first opened in SoHo and started carrying some pieces, then the Stüssy store, then Supreme (near PopShop) and later XLarge (Beastie Boys' brand) and even VICE opened a clothing store right up the block. Further up was 99X. We used to hit up Paragon, EMS, and TentTrails for Columbia, North Face and HellyHansen gear, Canal Street for the fakes. These places were all important parts of NYC Streetwear culture. This video is so well done and surprisingly accurate. 👊
...and that was just the start. I also have a BFA and worked in the Art world and yeah, you nailed the Barbara Krueger story as well 👊
Holy shit this was so so so good.
I’m not a fan of Supreme at all. But they did do a collaboration with Barbara. If you lived in New York City you would know that her direction and artwork was used on the back of all subway passes for a certain period of time in which was a Supreme project.
Your videos are always so impressive man... fantastic work.
Jake this was superb man. Thank you. Have a blessed week bro.
The way you have produced this doco is amazing. Thank you it's inspired the way I will create content in the future.
*talking about how supreme oversaturated the market for hype culture.
*8 Ad Midrolls
Kruger got the last word. She nailed Supreme to the wall and there was really nothing they could do about it. I love her attitude.
Didn't supreme release a brick with the logo on it lol 🤣
FW16 week 6 was all bricks.
Amazing production - crazy look into a crazy world - thanks Jake ⭐️🙏😎