Most of you have probably shopped in one of the few Supreme stores around the globe and if you have, then you know that the New York brand is known for many things, but not for their spectacular customer service. Over the last few decades that attitude from the store staff has somewhat added to the appeal of the brand and the image that it portrays of itself in the marketplace. A new customer entering the store might have a hard time understanding what is going on though. In a recent interview conducted by Gosha Rubchinskiy and Alexandra Gordienko for Marfa Journal, the label’s creative director Angelo Baque spoke about the intentionally hostile vibe of its store employees.
"Skateboarding has never been nice. Let’s make that clear. It started as an outsider thing, and skateboarders have always been assholes," he explains in the interview. He goes on noting that he sees absolutely no problems with the attitude of the Supreme in-store staff. "So if you have legitimate skaters working in stores then they are going to be fucking assholes. I love them for being who they are. If you don’t like it then don’t fucking shop."
In the same interview Baque also talks about Supreme's Los Angeles store on Fairfax and how they dislike the developments of the district of the last decade. "We’ve contemplated moving off of Fairfax, but at the end of the day we were there before, and we will be there after," he said. "It is what it is. I can’t really see the store being anywhere else in L.A."
How does Supreme actually find the young creatives and skaters that they are working with globally? Baque notes, "It all comes down to curiosity—asking the guys ate the LA store what was going on. They would always tell me about some crew skate rats that I should check out."
This close ear to the streets, staying true to the foundation of the brand in every way imaginable is what makes Supreme so special and what makes it win for such a long time period already.
Pick up the latest issue of Marfa Journal here to read the full interview.