The notion of authenticity plays a central role in how things are sold and marketed to the niche we cover on Highsnobiety. Without going too in depth, it’s safe to say the “street culture” scene has grown from a grouping on of interrelated pursuits which adapted certain cultural products (e.g., the Timberland boot), to one that corporate entities wish to adopt. This comes as no surprise, I’m sure, but it still raises a lot of provocative questions.

For me, these questions often center on intent. Campaigns directed towards the niche traditionally follow a form involving key “influencers” and well-known products. Collaborations, which we’ve touched upon before, are an example. But there are also campaigns that build more deeply through the “influencer” model, and as such dig more directly into the way we consume information and think about the people who inhabit our space.

“Fuck ‘Em!”

A simple phrase. A simple embellishment to a classic, otherwise unadorned, pair of jeans. “Fuck ‘Em!” sets the tone of the APC/Supreme collaboration.

The minimal embroidery could be read as lazy. It could be viewed as the ultimate in the over-hyped, under-developed product that frequently infects our small space in the garment trade. Or, alternatively, the collaboration could be seen as the most brilliant satire.