Trying to write about Supreme‘s Fall Winter 2024 season without using the term ”Full Circle“
It’s February 16th, 2011. The world is about to change. How?
A 19 years old self-proclaimed “nerd who’s into Jazz, kitty cats and Steven Spielberg“ named Tyler,
the Creator is scheduled to perform on Late Night with Jimmy Fallon, one of the biggest shows on
TV. Together with Odd Future team mate Hodgy Beats he will perform Sandwitches a hardcore rap
song on a stage set up featuring a seemingly possessed girl with a look straight out of The Exorcist
and a couple of garden gnomes. After this performance everybody will know Tyler.
And of course Supreme.
The Moment Supreme’s Box Logo Went Global
This performance wasn’t just a musical spectacle; it was a fashion statement. Tyler wore two of the era’s ultimate cool guy pieces: a white Supreme Box Logo Hoodie and a Box Logo Camp Cap. At the time, seeing a Box Logo in public was rare, but Tyler’s appearance on Fallon changed that overnight, planting Supreme’s iconic Box Logo into the minds of a global audience.
Notably, the performance received co-signs from music heavyweights like The Roots, who handled live instruments, and Yasiin Bey (formerly known as Mos Def), who stormed the stage shouting “SWAG! SWAG! SWAG!” with the enthusiasm of a proud father.
Seeing a Box Logo was rare these days.
Supreme’s Journey from IYKYK Circles to Mainstream Success
Other honorable mentions that everybody in fashion should be aware of are
STRICTLY SUPREME mod and Hypebeast forum legend Mayimbe181 taking part in a game in
which contestants would be covered in slime if they lost. Also at Jimmy Fallon. Also wearing a box
Logo. The same year, but some months before Tyler.
I remember how the Hypebeast forum erupted after screenshots were posted.
Rap artists such as Ill Bill of Non Phixion have sported Supreme before and I am still waiting for a
Supreme x Non Phixion photo tee, but it was definitely OFWGKTA who brought the brand out of
the IYKYK circles into mainstream.
You can be a player hater and curse out those young dudes for spilling the beans on your favorite
t-shirt brand. Or you can just enjoy Supreme taking over the world.
(Put that on a tee, Supreme! It’s so New York, it hurts!)
This season Tyler got his own Photo Tee. An honor previously reserved for the likes of Raekwon,
Kate Moss or Mike Tyson. It’s (I was really trying to avoid this word…) a full circle moment.
So… Is it cool to wear a Camp Cap again like in 2011, too?
It certainly has disappeared from the streets over the last years, except for die hard sneaker heads
who seem to avoid every other hat design since the days of Crooked Tongues.
Supreme FW24: The Brand’s Best Collection in Years
I noticed that the last time I wrote about the brand was almost two years ago and even I find
something to buy each season, the recent ones handled by the creative director Tremaine Emory
did not strike me.
After Emory left Supreme, voicing racism accusations towards the brand for not going forward with
his idea of collaborating with artist Arthur Jafa on several pieces – including a photo tee of a
lynched Black man – and after the recent sell of Supreme by parent company VF Corp to Italian
luxury giant EssilorLuxottica people were worrying about the brand’s future.
Highlights from Supreme FW24 Collection
Don’t worry. Their FW’24 season is the best in years.
So let’s have a look at some of our favorite pieces and the many nods to cultural icons just as (or
even more) groundbreaking than this season’s poster child (pun intended) Tyler.
What immediately caught my attention was the collaboration with Mister Cartoon (born Mark
Machado), one of the greatest tattoo artists of all time and an ambassador of Cholo culture world
wide.
His legacy is undisputed with having done cover designs for iconic rap albums and having tatted
almost every important figure in coolness of the 2000s.
He also co-founded LA-based clothing company JOKER Brand together with photographer
Estevan Oriol..
Not trying to sound corny, but as an Ecuadorian growing up in a small town of Germany the few
JOKER Brand garments I owned really gave me some pride in my heritage. Gracias, Mr. Cartoon!
But lwhat takes the crown? The Mister Cartoon Embroidered Leather Jacket in red.
Don’t know how to rock it? Get some inspiration here:
Hate it or love it, this jacket is on top (of Supreme’s FW 2024 season)
I hope Schott and Supreme never have a fall out (you notice my love of streetwear by me talking
about brands as if they were people and not multi million dollar companies always on the look out
for the next buck), because their Leather A2 Jacket is something for the ages.
Featuring a hand-painted back graphic by artist Nicholas Gamarello this jacket seems as timeless
as a classic Disney movie. Did I mention that the graphic features Disney’s Snow White among her
friends – the seven little lads?
The Suede Work Jacket with printed croc pattern and jacquard viscose lining paired with the
matching pants is also a dead serious look.
You’ll also find a shirt and sweat suit sporting both logo and cover of M.O.P.’s classic album
WARRIORZ featuring hiphop anthems such as ANTE UP featuring Remy Ma and Busta Rhymes.
Fantasy artist Frank Frazetta’s designs are also featured on several pieces this season, including
dinner plates. Breathtaking.
Supreme luckily continues to work with German fabric supplier Kindermann, now giving us this
amazing Leo Corduroy Car Coat. Crazy Nancy Sprungen-vibes and a must have this fall.
Also Kate Moss on a Fleece.
FW 24 Accessories are ridiculously good. Not just ridiculous.
Let’s start off with the obvious. The Gore-Tex Dog Jacket is what every streetwear aficionado
needs. And if you don’t have a dog, just get one to put that jacket on and finally have somebody to
talk about streetwear and fit pics with.
Supreme alumni Kate Moss is not only featured on the back of a stunning fleece jacket (definitely
go for the red one!), but she’s also available… in blanket form! Cuddle with this Merino Wool
beauty or finally replace the Stüssy Venus Blanket that’s been collecting dust on your wall for years
now.
Do we need to highlight the Saxophone, the True Grit Power Rack Weight Set or the Replica
Chopped Cheese Sandwich? No. What needs to be highlighted is their amazing rhinestone and
metal studded B.B. Simon Belt. Italian leather, handmade in the USA.
Juelz Santana and Jim Jones would add them to their collection. So should you.
While the last season seemed like an apology to Supreme fans for being to off in the recent
seasons, FW’24 gives us a feeling that the Box Logo still has the strength to be around for a long
time coming. And maybe we can finally wear Five Panel Camp Caps again.
