Highsnobiety

Supreme has slapped its box logo on a number of tasty products over the years — but today, the privilege goes to wheaty cereal.

The 15.6oz cereal box will drop today in two colorways, purple camouflage, and yellow camouflage — finished with the famed Wheaties slogan “Breakfast of Champions.” Wheaties have previously featured athletes on its boxes, including LeBron James, Michael Jordan, and Muhammad Ali, but the Supreme collab is their first on-box fashion cross-over.

Your Highsnobiety privacy settings have blocked this Instagram post.

In recent years, the fashion/cereal collab has proven extremely lucrative. We need only look back to Travis Scott's special edition Reese's Puffs collaboration — when the collab was first released in June 2019, it sold out in less than 30 seconds. Boxes have since been resold on StockX for as much as $214.

As cereal bars and restaurants continue to pop up across the globe, many brands have tried to get in on the action. In 2019, KITH dropped a special capsule to celebrate National Cereal Day and released its own Cinnamon Toast via KITH Treats. The cereal (small squares or rectangles of wheat and rice covered with cinnamon and sugar) was mixed with the brand’s Chocolate Toast Crunch and Cinnamon Toast Crunch Churros, resulting in the special KITH concoction.

Last year, Champion took inspiration from Wheaties, Lucky Charms, and Cinnamon Toast Crunch for a collection of assorted T-shirts and hoodies. Champion reimagining the cereals’ well-known logos and mascots for the piece and also appropriated Wheaties’ tag line of “The Breakfast of Champions,” combining it with its own logo for a neon orange sweatshirt.

The Supreme Wheaties are expected to drop today, April 1 — unless this is all one big joke?

We Recommend
  • ugk supreme collab 2024
    Supreme's Ridin' Dirty With UGK
    • Style
  • Best streetwear brands
    25 Streetwear Brands Every Highsnobiety Reader Should Know & Where To Buy Them
    • Style
  • supreme timberland 2023 boots
    Next Up for Supreme? Diamond Plate Timbs
    • Sneakers
  • supreme nike air force 1 baroque brown
    Supreme's New Air Force 1 Collab Is Brown. Very Brown
    • Sneakers
  • A skater wears Supreme & MF DOOM's collaborative beanie & graphic hoodie
    MF DOOM x Supreme: More Soul Than a Sock With a Hole
    • Style
  • Image on Highsnobiety
What To Read Next
  • BabyxSosa with her dad
    Marshall x Patta Passes The Mic to Babyxsosa
    • Lifestyle
    • sponsored
  • Nothing Phone (2a).
    Nothing's Phone (2a) Is Hiding Nothing
    • Culture
  • Image on Highsnobiety
    Flowery ASICS Are Cecilie Bahnsen’s Specialty
    • Sneakers
  • HOKA Hopara 2.
    HOKA's Techy Hiking Sandal Just Got Better
    • Sneakers
  • Late Checkout The Painter.
    Late Checkout: Luxury Fashion Fused With Jet-Setter Panache
    • Style
  • pamela-anderson
    Pamela Anderson Is Mother
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.