About SupremeJames Jebbia launched Supreme in New York in 1994 after gaining experience in streetwear design and retail from several other local brands. He set up his label while he was still working for Stüssy, another skateboard brand. Just how did Supreme come to dwarf Stussy when it used a similar strategy?How did the brand’s unplanned expansion take place? When millions were poured into the brand in 2014, making Jebbia multi-millionaire overnight, why was it kept secret by both Supreme’s founder and the investor? Why did Jebbia resist opening many new stores with the millions invested in the brand?In 2020, Supreme was purchased by a large and powerful conglomerate with high hopes of transforming the brand into one with an annual revenue of $1 billion. Is this a realistic goal or simply classic pie-in-the-sky accounting?The Inside the Brand series 70+ books on luxury brandsControversial by design, these revelatory books divulge many fundamental aspects of a brand that were previously undisclosed. The views expressed are those of the authors and the editor and do not represent any member of The Fashion and Design Club.The Inside the Brand series is comprised of over 70 books on luxury fashion and design brands including Alexander McQueen, Balmain, Bulgari, Burberry, Cartier, Chanel, Coach, Christian Louboutin, Dior, Dolce & Gabbana, Ermenegildo Zegna, Fendi, Giorgio Armani, Givenchy, Goyard Gucci, Heatherwick Studio, JW Anderson. Hermes, Jimmy Choo, Louis Vuitton, Maria Grachvogel, Prada, Tiffany & Co., Tom Ford, Versace, Victoria Beckham, Vivienne Westwood, and many others.The Inside the Brand series are thoroughly researched covering key aspects of each brand including its history, finances, employees, marketing strategies, and much more. The books assume that the reader has a basic understanding of the designs offered by a brand and hence focus on how it has evolved, and it's business operations.Many of the books in this series contain previously unpublished content obtained by interviewing key people from the brands, including individuals working in production, development, pattern cutting, sales, and marketing, as well as interns. Creative directors, brand founders, CEOs, CFOs, investors and Chairpersons have also been interviewed. The Inside the Brand series was commissioned by The Fashion and Design Club for the benefit and education of fashion and design students. The books are independently funded to ensure impartiality. No brand has commissioned, authorised or financially supported these books in any way. Due often to the contentious nature of some of the content, some brands have attempted to prevent publication through legal action or by resorting to threats.About The Fashion and Design ClubSince 2011, The Fashion and Design Club has been a platform for experienced luxury fashion or design executives to meet and discuss a variety of business issues while adhering to Chatham House Rules. The Club’s website launched recently just for these publications is www.thefashionanddesignclub.com.Iayn G Clark has been the Secretary of The Fashion and Design Club since its creation. Iayn’s career milestones include management consultancy for luxury fashion entities.